From KL With Love: Swede Success in ASEAN

In this 2012 interview, Volvo Cars Malaysia President Goran Larsson, discusses:

- Clarifies global structure - Malaysia proposition;
- Ownership - complex - issues;
- Sales - support - issues;
- Current situation - after-sales and support - marketing;
- KL - regional office - roles - staffing - revenues and contributions;
- Car sales outlook - drivers;
- Branding - marketing - budget (as percentage of revenue) - most effective channels;
- Perceived - low - brand equity among luxury models - branding - compared to Audi - BMW - Mercedes;
- Pricing - seems in-line with the German triumvirate - usu 3-5 per cent lower - whether effective;
- Jeremy Lin - positioning - reasons - insights - details
- Loan financing - tighter guidelines - BMW 1.88% - subsidise interest rates;
- Volvo financing
- National Auto Policy - expectations;
- How ASEAN business units plug into and help with the push into China;
- Developing cars specifically for Asian buyer - details;
- China proposition.