From 2020 to 2024, the new “Baby Wagon”, which has been a popular fixture in many parts of the world for years, is set to return to its home country of Sweden.
The wagon was originally developed in the US as a means of promoting the country’s new “baby boom”, but was rebranded and put on sale in 2017 as a way of promoting a “new wave” of baby-boom-era tech, fashion and entertainment.
With the baby boom generation now at the end of its life, the wagon is likely to be one of the last things they will be able to use, especially in the UK, which has a population of just over 8.5 million.
“It’s really a great platform for promoting the new generation, for the boomers to be able not only to use it, but to really feel like a baby,” said Karl-Magnus Holm, CEO of the Swedish Volvo Cars Group, which manufactures the wagon.
“There are a lot of things that will have a greater impact on how you live your life and how you’re seen.”
“A lot of us are going to be watching this journey of the baby wagon and it’s not going to change us at all,” said Holm.
“We’re going to get a lot older.”
With the wagon’s rebranding, Volvo Cars now has an opportunity to get its “Baby Boomer” tag out there.
But it also faces a major challenge in the way the wagon has been marketed.
In Sweden, where it is a family-friendly product, it is popular with younger generations of people, who have grown up watching other older generations of Swedes travel the roads.
As a result, Volvo is not targeting a younger generation that might be more likely to buy a new car.
“This is the time where the Volvo brand is really going to have to go through a transition, because we’re trying to attract young people and older people to buy Volvo cars,” said Olaf Skovstedt, head of Volvo Cars in Sweden.
Volvo Cars will not be able, for example, to launch a wagon in 2019, when the boom is set for its peak.
“They can’t afford to lose their brand and they have to do something,” said Skovstadt.
“I don’t think this is the end.
This is a really exciting time in the Volvo Brand.
We have a great opportunity to reach a younger market.”
Volvo Cars is also working with other brands, including Ford, Nissan, Toyota and BMW, to create the “baby wagon”, which is intended to be a gateway product to young people looking for something a little different.
Volvo will also focus on the younger generation, targeting younger people who might be less familiar with the “cool” car brands, such as Tesla and General Motors.
But the biggest challenge for Volvo is convincing them that a wagon is actually cool.
“You don’t need a car to feel like an old person,” said Johan Lundgren, Volvo’s chief marketing officer.
“Even a baby car can have some cool accessories.
So you can buy a car with some nice stuff on it, and then there’s a wagon with a baby seat.”
Volvo has been looking at other ways to reach young people, including advertising its wagon to celebrities, but said the company is not ready to give away its brand just yet.
The next big step for Volvo will be launching its wagon on public roads.
Volvo is still waiting for a formal licensing agreement from the Swedish Government.
“The Volvo brand needs to be used as a symbol of social and cultural values, and not just as a product,” said Lundgren.
“In a way it’s very important that the brand becomes more relevant to young generations.”
Volvo says it will spend $100 million (S$140 million) in 2020 on the wagon, with a similar amount in 2021.
“That’s an important investment, but we can do more,” Lundgren said.
“For example, we could build a bigger wagon for people with disabilities, and we can also make some special wagon for older people.”
Volvo hopes to have the wagon on Swedish roads by 2020.
Volvo’s plans for the wagon include a new concept car, which is likely the first Volvo car to be produced in Sweden in a long time.
The concept car will have “baby” on its hood, with “baby wheels” for traction and a rear seat.
The wheels will be connected to a “baby seat”, which will also have a baby on it.
Volvo says the concept car is also likely to use a new technology, which will allow the wagon to drive in reverse.
The new technology is the same one that was used in Volvo’s previous car, the F-150 XC.