Stefan Nerpin and Helena Lind - How communication pioneers the electromobility transformation

1. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR How communication pioneers the electromobility transformation in our smart cities of the future

2. Volvo Buses ”A developed country is not a place where the poor have cars. It’s where the rich use public transportation.” Enrique Penalosa, Mayor of Bogotá Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

3. Volvo Buses The Why? Scoping our Assignment Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

4. Volvo Buses Electromobility Connectivity Automation Three rapid tech developments changing public city transport Demographic growth Local conditions of air quality, noise, traffic congestion and road safety Urbanisation Climate change Resource scarcity Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

5. Volvo Buses • Started 1927 • Buses, coaches, chassis, infrastructure and services • 9000 people • 100 markets • Production on all continents • SEK 26 billion sales • Pioneering electromobility Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR A purpose-driven assignment Every day we ensure millions of people reach their travel destination. Reliably, safely and with respect for the environment. We want to make a difference as pioneers of the sustainable transport solutions of the future.

6. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Pioneer the electromobility transformation in city public transport by use of impactful communication efforts

7. Volvo Buses The Who? Segmentation our Efforts Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

8. Volvo Buses Start by leveraging first-mover city collaborations Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

9. Volvo Buses Accelerate cost-efficiency with an advocacy strategy Experts Partners Operators General Public Media Politicians and PTAs Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

10. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR General Public experiencing the future The silent bus – Onboard surprise concerts General Public

11. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

12. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR  2.6 million views on social media the first week  9 out of 10 in Gothenburg knows about the electric bus  Global media coverage First week resultsGeneral Public

13. Volvo Buses The What? Differentiating our Proposition Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

14. Volvo Buses 1. Safety 2. Quality 3. Environment A brand differentiation built on our heritage, substantiated by new products – pedestrian & cyclist warning system Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

15. Volvo Buses 1. Superior energy efficiency 2. Reducing Co2 emissions 3. Far better air quality 4. Reducing noise 5. Improved driver environment 6. New city planning possibilities A product category differentiation built on 6 city benefits Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

16. Volvo Buses • One wind power mill • Enough energy for 250 electric buses • Modest growth of energy consumption Mitigating malefic product myths – energy consumption * 1 Windmill @ 5 MW and 4.000 h/yr => 20 000 MWh/yr 1 Bus á 60.000 km/yr and 1,2 kWh/km = 250 buses/windmill Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

17. Volvo Buses • Batteries to be recycled • Housing energy • Riksbyggen VIVA Project Mitigating malefic product myths – battery impact Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

18. Volvo Buses The How? Positioning our Story Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

19. Volvo Buses Pragmatic omni-channel tactics to execute the advocacy strategy Experts Partners Operators General Public Media Politicians and PTAs Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

20. Volvo Buses That’s Manchester Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Politicians and PTAs Round Table Dialogues - with key stakeholders and media activation

21. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Politicians and PTAs International Public Affairs platforms – activated at the IQ Forum, EU Top Meeting and C40 Summit and more

22. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

23. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR General Public Live experience stunts - the Indoor Bus Stop Library and Poetry on the Silent Bus activation

24. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR General Public Social media storytelling expanding into editorial media – unknown songwriter and music video star at launch  3.3 million views on social media the first week  Organic editorial media expansion coverage  Internal events with artist

25. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Partners Partner collaboration showcases – Volvo and Siemens outreach events in Oslo

26. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Media Continuous media relations and PR outreach – confirming pioneering position by commercial progress

27. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Operators Trade shows and exhibition gambits – towards operators together with partnering government officials in Montreal

28. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Operators Test Arena activations – ElectriCity Göteborg and NTU Singapore, involving operators Västtrafik and SMRT

29. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Operators VIP Showroom – engaging with operators and their stakeholders

30. Volvo Buses Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR Experts Expert Influencers – Vlog outreach in key areas to confirm pioneering position by tech news or implementation news

31. Volvo Buses Stefan Nerpin

32. Volvo Buses Key learning points 1. Start by clear differentiation 2. Accelerating by advocacy 3. Mitigating malific myths 4. Boost outreach with strong partners 5. Strong visuals for recognition 6. The channel is the message 7. Tangible experience of the future 8. A narrative beyond the product 9. The importance of distribution 10.Confirming progress en masse Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

33. Volvo Buses Travelling into our future smart cities. Together. Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

34. Volvo Buses Driving quality of life. Thank You!. Stefan Nerpin, SVP Marketing, Communications & Public Affairs Helena Lind, Head of Media Relations & PR

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