【加藤綾子さん連載】「マーケティングとはインベストメント（投資）を積み重ねること」
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>> この記事の先頭に戻る
「マーケティングとはインベストメント（投資）を積み重ねること」
（木村さん）
木村その上でいつも言っているのが、マーケティングはエクスペンス（費用）ではなく、インベストメント（投資）でなければならないと。一貫性のあるインベストメントを積み重ねて、ドイツ車とレクサスが属するプレミアムカーを目指す。結果的に2017年と2018年に「日本カー・オブ・ザ・イヤー」を受賞することができて、ボルボの存在感がかなり浸透していると実感しています。輸入車が２年連続で同賞を受賞するのは初めてのことなんです。
加藤他にもプレミアムカーとしてのブランドを確立するために着手されたことはありますか？
木村車はもちろん、販売店で働く人にも、お客様はボルボを感じるものだと思うので、ドレスコードを徹底しました。ジャケパンやニットタイは禁止、スーツは上下揃いじゃないといけないとか、髪も過剰な脱色はNGです。
加藤髪の色まで！（笑）
木村それとボルボ・カー・ジャパンの本社部門は80人程度の小さな組織で、大企業のように優秀な人ばかりじゃないからこそ、社員にはとにかくスピード重視で、間違ってもいいからやってみろと。たとえ間違っても結果を見ればわかるので、そこで修正しようという姿勢を徹底しています。大企業はどうしても賢い人が集まって議論ばかりで、なかなか物事が決まらない。例えば車のサブスクリプションも、ボルボでは他社に先駆けて3年前からやっています。
