Volvo has made great strides in reinventing its image over the past seven years away from the safe, but dull, persona. More recently, the Swedish brand has undergone a significant trans­formation as it readies itself for an electric future, embraces digital sales channels and seeks a larger share of the corporate car parc.

Leading the brand’s fleet and remarketing strategy is Rob Morris (left) who joined the manufacturer in January 2021. He replaced Steve Beattie, who had successfully delivered on a plan to get the marque featured on more choice lists.

An influx of updated products and the launch of Volvo’s first two electric cars cemented its credibility with corporate customers. Today, 95% of its true fleet order bank is for plug-in vehicles.

Morris says: