THE COMPANY —

Volvo is currently positioned as one of the front-runners in the subscription economy evolution. “Care by Volvo” is one of their offerings where you pay a fixed monthly cost for a car, with options of delivering groceries to your trunk, using a digital car key to share your car with others, controlling emergency roadside assistance via mobile, and more.

Where is Volvo’s white space? Can I find a one-fit-all service for both owners and non-owners? What are the personal needs for transportation, and what kind of everyday challenges are the target groups facing?

These are just a few of the questions that came to mind when I scratched the surface at the beginning of the project. Step one was then to gain a broader perspective by sending out a questionnaire to ten car owners and ten non-owners, both in urban and rural areas.