Compliance

Kim Santos

Updated: Jan 2019

Common Guidelines and Infractions

1

a. Prohibited Words, Phrases and Distressed Marketing

Advertising messages that imply distress are not consistent with the Volvo Brand and are prohibited. Advertising verbiage must not include any of the following words or phrases that tend to create the impression that Volvo vehicles are a ”commodity” or “discount” brand rather than a premium brand. The following list is for illustrative purposes and Volvo Car USA, LLC reserves the right to deem additional words and phrases as prohibited at its sole discretion:

“blowout,” “bail out,” “sell off,” “closeout,” “clearance,” “liquidation” • “won’t be undersold,” “nobody undersells,” “factory authorized” • “invoice,” “our cost,” “prices too low to advertise,” “dealer cost,” “guaranteed lowest price,” “wholesale” • “inventory reduction,” “inventory sell-a-thon,” “we will not be undersold” • “finance anyone,” “bad credit, no problem,” “meet”, “beat,” “match” • “no haggle pricing”, “aggressive pricing”, “aggressively discounted”, “bargain” • “credit challenged”, “past credit issues”, “don’t have perfect credit… not a problem”, “despite your credit history”, “less than perfect credit” • “introduction reduction”, “priced to move”, “construction sale”, “lowest, most competitive rates around” • "unbelievable savings", "huge discounts", "humongous deals", "priced to sell", "unbeatable prices", "low outlet prices".

7

a. Retailers may not utilize any form of distressed advertising, including any mention of overstocking, closeouts, or other suggestions that the parts and or services cannot be sold. Examples of distressed language include the words:

“Clearance,” “Liquidation,” “Blowout,” “Overstocked,” “Reduction” (i.e., “Inventory Reduction,” “Massive Reduction,” “Construction Reduction,” “Tent Sale,” “Garage Sale,” “Super Store,” or “Super Center”), “Factory Incentives” or any other phrase that tends to create the impression that Volvo parts and/or services are an “economy” or “discount” brand rather than a premium brand.

b. The term “reduction” may only be used in conjunction with the reduction of service or parts costs (e.g., “Service Cost Reduction” or “Parts Cost Reduction”). It is recommended Retailers use "Seasonal Savings," "Complimentary Checks," or "Complimentary Top-Offs."

Acceptable alternative language examples:

1. % off 2. Discount 3. $ off 4. Offer 5. Voucher 6. Invoice 7. Dealer Incentives 8. Cash Incentives 9. Special Internet Pricing 10. Low Prices 11. Manufacture Rebate

Graphic Guidelines

EXCLUSION ZONE

COLOR and FONT

Headlines: Volvo Broad

Sub-Headlines: Volvo Sans Pro

Body Text (Primary Text): Volvo Serif Pro

Main Palette

003057

3F3F3F

F1F1F1

9A9B9D

4D4E53

000000

AccentorButton Colors

425563

5B7F95

D3BC8D

4B3C30

E87722

FFCB00

FAQ

Is Best Price allowed? If so, what is the verbiage that can be used?
- Yes, Volvo Allows "Get Your Best Price"
Can this brand have virtual inventory?
- Yes, however, no pricing can be listed
Are specific colors required?
- Yes - View Graphics Notes

Are specific fonts required?
- Yes - View Graphics Notes
Are we allowed to pull OEM images?
- Info Coming Soon
Can pricing have a strikethrough?
- Yes

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