Do you think EVs will attract very different customers?

“It’s too early to say. We definitely see the plug-in hybrids have a slightly different audience, and they’re potentially a little bit younger, despite the fact the cars are relatively expensive.”

What have you learned with Care by Volvo that you can apply to online sales?

“Peace of mind. That’s why we’ve introduced the care package we offer on subscription for cash sales. It’s pretty normal on [car] subscription, but to have it on cash sales is new.

“It’s still a hurdle for many people to go electric: what does it do? How does it work? Is it reliable? We want to create a hassle-free buying experience online, so let’s take away any resistance: three years’ warranty, maintenance and repairs. Everything is included – except fuel. You can sit on your sofa and take care of everything. The only thing you need to decide is if you want to pick it up at the dealer or have it delivered.”

So you think the care package will help convince people to shift to EVs?

“Yes. If the manufacturer will pay for everything if it goes wrong, people will be prepared to take the risk. You think ‘well, they’re not stupid, so probably nothing will happen or they wouldn’t include it’. It’s this confidence we want to create.”

How does this work with dealers? Will this affect your relationship with them?

“No. [The relationship is] very strong in the UK. In the automotive industry, you see a few very strong digital companies popping up that offer cars online in a very professional way. Dealers notice this too, and they’ve been asking us to help with a strong online system.

“Online doesn’t mean we exclude our retailers. Half of our sales are most likely online by 2025, so half will still happen at the dealership. Not everyone just sits on the sofa and orders a car. People still want to go to the showroom, and there they can sit with the dealer and order through our website. This is a flawless online-offline experience, and the dealer plays a major role in it.”