TONE OF VOICE BACK TO CONTENTS Tone of voice The aspired Volvo brand experience is a perception Personality Expression of pleasure and ease of use, a feeling of serenity and It is this personality that makes people connect with us – both How we interact with people and communicate is also shaped genuine care. emotionally and intellectually. Our personality shines through the by this overall expression. This means that we focus on the strongest when we present new ideas and interesting perspectives. end-results and express what people, societies and our planet And when we create communication that is sympathetic and get, not what we do. And that our communication always is clear, The Volvo brand experience is shaped by people steers away from industry clichés. correct and welcoming. with different skills and competences. All representing and continuously delivering our shared heritage and joint aspirations. Together we form a collective tone of voice by projecting the Volvo brand personality A progressive, trustworthy and expression through the services we provide, the and competent citizen Friendly professional. interactions we have, the messages we convey and with a humanistic approach. the dialogues we participate in. We want our tone of voice to be recognized across all markets and channels when speaking to our target groups. NOTE: When the Volvo Group talks about prosperity we take on that “big picture” perspective. That is why we are careful with how we use this word. “Prosperity” in any form is not allowed as a standalone word The voice of Volvo on, for example, a heading of a roll-up. The Volvo tone of voice is how we sound in text and spoken words. Volvo Group corporate language is English. We typically use American English since it is used by a majority of our customers, but British English is an option to The voice of Volvo is: The voice of Volvo can be: Volvo talks in order to: better suit a particular audience or occasion. We do not spend time and money on adapting original content in British English to American English, or the other way around, unless there is a specific reason to do so. Competent not arrogant. Challenging but never aggressive. Explain but not lecture. Intelligent not intellectual. Witty but never ironic or sarcastic. Reveal but not just describe. Sympathetic not flattering. Powerful but never grand. Prove but never just claim. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 42