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Volvo is set to go mainstream as the company's CEO, Stefan Jacoby, has announced plans to drop their ambitions of becoming a premium automaker. Speaking with AutoCar, Jacoby stated "Let's ditch this talk about premium, it sounds like a pricing strategy and it's got an expensive ring to it." He continued, "We need to focus on elegant Scandinavian simplicity, our own unique identity, and not copy our competitors (Audi, BMW, and Mercedes)." While Jacoby has made previous comments to this effect, Volvo's Chinese owners have publicly stated they want the company to do the exact opposite - build a competitor to the BMW 7-Series / Mercedes S-Class. It seems that the management team at Volvo will have to iron out their differences in deciding the future direction of Volvo. Personally, I would like to see Volvo competing against Volkswagen as the automobile for the
