The American-owned Swedish automaker Volvo will remain under Ford’s ownership for the foreseeable future. Ford CEO Alan Mulally today said “our plan is not to sell Volvo but to improve its cost structure and brand positioning. I think we can do substantially better than we are today.”Various industry commentators have suggested that this means a move upmarket is in store for Volvo. With Jaguar and Land Rover likely to be beyond its control by the end of 2007, and Aston Martin already so, there’s scope to shift the positioning of the Volvo brand upmarket slightly, and to make its cars more luxurious, desirable prospects that sell for a higher price, and make more money. A range of new rear-wheel drive saloons and sports cars, a more powerful portfolio of multicylinder engines, and some more opulent cabin treatments are all ways that could be achieved.If that doesn’t work, Ford may consider selling up again later. “We will continue to review our brand portfolio,” said Mulally.
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