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Particularly in China, I think a lot of people start to realise, OK, what are the things that they truly should value? That's something that fits perfectly well with what Volvo is offering.

Volvo has one weakness, and that is in the interior design. They have not adapted to the Chinese people's perception of luxury when it comes to the interior design, and this has to be addressed.

Volvo is like a mysterious, beautiful woman. We just look at her from far away, amazed. We don't dare get close to her. We're just a bunch of farm boys.

I enjoy trying to develop a car and Mercedes are one of the biggest car manufacturers in the world.

Forget 'branding' and 'positioning.' Once you understand customer behavior, everything else falls into place.

We have built brands that resonate deeply with our customers. Our strategy to grow these brands is clear, and we have strong teams in place to execute this strategy. That is our formula for success.

I've got two old Volvos, two old Subarus, and an old Ford Ranger. If you've got an old car, you've gotta have at least several old cars, 'cause one's always gonna be in the garage.

As our products have improved, and you add value at the high end, customers move to the high end.

When General Motors builds a car, they want to meet the specific needs of many customers. But if they custom-make each car, then it will not be economical.