The Average Volvo Owner Is 50; Can a YouTuber Help Lure Younger Buyers?

Volvo is known for making safe cars, but younger consumers have ignored the brand for several reasons. For one, its models have similar naming conventions and few exterior differences. Sure, the Volvo S90 has a sleek appearance, but many of its rivals offer better performance. So Volvo has developed a unique marketing strategy to pique younger buyers’ interest in the automaker’s latest hybrid offerings. Can the power of one social media influencer move more Volvo XC60 PHEVs off dealership lots?

Safety is paramount in the Volvo ethos

Volvo collaborates with YouTuber Andrew Huang
Volvo XC60 crossover SUV | Karol Serewis/SOPA Images/LightRocket via Getty Images

Volvo has gained a reputation for making some of the safest cars on the road. Any given model often comes with several advanced safety features, and some vehicles are even IIHS Top Safety Pick+ winners. The gauges and screens inside Volvo cars are also easy to read, making them less frustrating and distracting for the driver.

In addition, the Swedish luxury automaker implements unique features such as the Care Key into its vehicles. Designed to create a safer experience for inexperienced drivers, it limits the car’s speed to 112 mph. Volvo cars also feature a rollover protection system and side airbags.

But Volvo has failed to appeal to younger car buyers

Automotive News reports that the average Volvo customer is 50 years old. The Volvo XC60, which debuted in 2008, typically attracts 55-year-olds. 

This crossover SUV has received only one major redesign, but it still boasts a surprisingly modern interior. In fact, the infotainment system received a complete refresh for the 2022 model year. Even so, many younger buyers skip this SUV in favor of newer or redesigned models.

That’s why Volvo tapped YouTuber Andrew Huang to help promote the relatively new Volvo XC60 Recharge. The social media influencer and music producer recently released a short “trailer” of the SUV, showcasing its pleasing sounds accompanied by a bass beat. Viewers also get a demonstration of the vehicle’s most appealing features, such as the air purifier and moonroof.

The video’s snappy editing style and Huang’s soundtrack will likely appeal to most of his mid-20s subscribers. Volvo Car USA’s marketing head, Leigh Moynihan, is enthusiastic about the endorsement. She told Automotive News that the brand hopes this trailer will “introduce our audience in a new and engaging way to the different features of the car” and inspire customers to seek out more in-depth Volvo XC60 Recharge content on YouTube.

Is the 2023 XC60 Recharge worth your attention?

The 2023 Volvo XC60 Recharge’s turbo-four engine and electric motor harness 455 hp and 523 lb-ft of torque. That’s paired with an eight-speed automatic transmission and standard all-wheel drive. Volvo claims this engine can rocket the XC60 Recharge to 60 mph in 4.5 seconds.

The battery allows this small crossover to travel for 35 miles on electric power alone. A Level 2 charger, included with each purchase, will fully replenish the battery in five hours.

As Huang’s trailer shows, this SUV can accommodate five riders on standard wool-upholstered seats. Most riders will have plenty of legroom inside the 185-inch-long vehicle. In addition, the Volvo XC60 Recharge has one of the most competitive maximum cargo capacities in its segment, with over 63 cubic feet.

It also boasts several upscale design elements, including a crystal gear shifter knob and wooden dashboard inlays. Furthermore, the 9.0-inch infotainment display’s graphics look crisp in the trailer video, and this model also has a 12-inch digital gauge cluster. Google powers the infotainment interface, so it comes with built-in Google Assistant and Maps.

On top of boasting the above bells and whistles, the 2023 Volvo XC60 Recharge offers two optional premium audio systems by Bower & Wilkins and Harman Kardon. Plus, you’ll find almost every available safety feature in the base model, starting at $57,200.

The 2023 XC60 Recharge is appealing thanks to its merits alone. Still, a little extra exposure on YouTube is well-deserved.

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