's new boss, Stefan Jacoby, has stated that Volvo must move on from its quest to be considered a premium brand. The Swedish automaker was recently sold to Chinese firm Geely by Ford
. Instead of chasing after BMW
, Mercedes, and Audi
, Jacoby says to "let's ditch this talk about premium...it sounds like a pricing strategy and it's got an expensive ring to it. We need to focus on elegant Scandinavian simplicity, our own unique identity, and not copy our competitors."