How Volvo scaled a disruptive subscription model across five international markets
Scaling innovation isn’t just a technical challenge; it’s a human one. Volvo Cars had a bold vision: to take their Care by Volvo car subscription model global. The pilot in Germany proved the idea worked, but replicating it across diverse international markets—with different regulations, customer behaviours, and commercial realities—required something more than process. It needed trust, collaboration, and a deeply human-centred approach.
Outcomes
Five
international markets successfully launched
2-year
development roadmap defined
Full
regulatory and operational readiness achieved
People before process
Volvo Cars’ pilot success in Germany was encouraging but revealed a challenge: no two markets looked the same. Regulatory demands, commercial structures, retailer operations and customer expectations varied widely. A single, rigid playbook would fail.
We also faced local skepticism. Market teams were cautious about adopting a global strategy that might not reflect their realities. Volvo Cars needed a way to scale quickly while making each market feel heard and empowered.
What we did differently
Instead of forcing a top-down rollout, we co-created a clear, visual evaluation framework that allowed every market to quickly identify what could be replicated and what needed bespoke adaptation.
Through test-and-learn cycles, we gave local teams ownership of their rollout, turning resistance into collaboration. Regulatory nuances, operational requirements, and market-specific insights were identified early, minimising risk and accelerating delivery.
This approach wasn’t just agile; it was deeply human. Markets became active co-designers of the subscription model, creating a sense of pride and accountability that made scaling faster and smoother.
Our Approach
- Co-created a clear, visual evaluation framework
- We gave local teams ownership of their rollout
- Early identification of Regulatory nuances, operational requirements, and market-specific insights
The difference it made
Five
international markets successfully launched
2-year
development roadmap defined
Full
regulatory and operational readiness achieved
This project created more than a new business model; it established a scalable framework for global transformation. Together, we launched Care by Volvo in five distinct markets, each with customised solutions to fit local conditions.
The programme resulted in a clearly defined two-year digital and commercial pipeline, giving Volvo Cars confidence to scale beyond the pilot while reducing time-to-market. Market teams became active participants rather than passive recipients, driving higher engagement, faster adoption, and smoother implementation.
What made us proud
We’re proud not just of launching in five markets, but of the relationships and trust we built along the way. What started as a bold commercial ambition became a global collaboration network where every market team felt ownership of the success.
Our insight
Scaling globally doesn’t mean copying and pasting solutions.
It means listening, adapting, and co-creating. By putting people at the heart of strategy, Volvo Cars achieved speed, scale, and buy-in, proving that meaningful growth happens when change is led by human engagement.
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