‘The race is on’: Volvo boss Stephen Connor on why going all electric by 2026 will double sales, protect revenue – but poses tricky challenge for marketing, even with a bigger budget

Volvo Car Australia boss Stephen Connor has hit the accelerator on the carmaker’s plan to ditch combustion engines. He’s going all-in on electric vehicles (EVs) by 2026 – faster than any of its global markets. Volvo has deep sustainability commitments, pledging to become climate neutral across its supply chain by 2040. But Connor’s gone for first mover advantage for profit just as much as purpose, because by 2030 “every manufacturer in Australia will be standing on the mountain beating their chests about EVs”. By then, the market will be awash with technologically advanced electric cars. Hence Connor thinks brand will become the key differentiator – and he’s backing Marketing Director Julie Hutchinson to ensure Volvo builds a greater share of mind. "The race is already on," she says, with EV ad spend tripling last year.  But the sprint to all-electric cars means major change ahead for dealers and retail operations (Volvo is about to launch a direct-to-consumer play) while a rapid rollout of new electric models requires new business models – including subscriptions – to scoop a new cohort of younger buyers. Here’s the plan.