Volvo’s recent issue in China has caused significant concern among its customers. Owners of Volvo S60 models discovered that their cars, which were supposed to feature the premium Bowers & Wilkins audio system, actually had fake versions. The audio system was labeled “Bowers & VVilkins” instead of the authentic “Bowers & Wilkins.” Other issues, such as missing functions in high-end features like the crystal-style gear knob, exacerbated the situation, further raising suspicions about the authenticity of the parts used in these vehicles.
The Fallout and Consumer Reactions
The problem was discovered when a Volvo S60 owner noticed discrepancies in his vehicle compared to others at a dealership service center. The response was underwhelming after the owner brought up the issue with the dealership. The salesperson, reportedly unable to recognize the label’s difference and communicate appropriately due to a language barrier, dismissed the complaint, stating that the sound quality was “excellent” despite the apparent counterfeit issue.
The controversy quickly spread, with more Volvo owners coming forward to share similar experiences. Reports indicated that other vehicles featured incorrect labels, such as “Bovvers & Wilkins” or “Bowers & VVilkins.” This raised further concerns about whether using these fake parts was an accident or a deliberate oversight in quality control.
Volvo’s Response and Impact on Brand Trust
Volvo China responded publicly with an apology on social media, stating it was “deeply concerned” about the issues raised and would investigate the matter. The company emphasized that it would work by laws and regulations to resolve the problem transparently.
Despite this, Volvo’s brand image has been damaged. The company, already facing declining sales in China, now risks losing the trust of its customers. Last year, while Volvo achieved global sales of 763,389 vehicles, its sales in China fell by 8.2% to 156,000 units. This incident, particularly in a market where brand loyalty is weakening, could significantly impact Volvo’s ability to recover its reputation and market position.
