Volvo Experience and Identity Guideline

Tone of voice

The tone of voice is not what you say but how you say it. Consistently using the same tone of voice can be challenging – but it pays off with the audience, building familiarity and trust in our brand. The way Volvo sounds e.g., in text and spoken words, mirrors our brand personality, values and way of thinking. The Volvo expression reflects the people behind the brand and the brand’s genuine care for people.

Volvo tone of voice

The Volvo brand perception is shaped by people with different skills and competences. Together we form a collective tone of voice by projecting the Volvo brand personality and expression through the services we provide, the interactions we have, the messages we convey and the dialogues we participate in. We want our tone of voice to be recognized across all markets and channels when speaking to our target groups.

NOTE: When the Volvo Group talks about prosperity we take on that “big picture” perspective. That is why we are careful with how we use this word. “Prosperity” in any form is not allowed as a standalone word on, for example, a heading of a roll-up.



It is this personality that makes people connect with us – both emotionally and intellectually. Our personality shines through the strongest when we present new ideas and interesting perspectives. And when we create communication that is sympathetic and steers away from industry clichés.


How we interact with people and communicate is also shaped by this overall expression. This means that we focus on the end-results and express what people, societies and our planet get, not what we do. And that our communication always is clear, correct and welcoming.


The voice of Volvo

The Volvo tone of voice is how we sound in text and spoken words.

The voice of Volvo is

The voice of Volvo can be

How Volvo talks 

View Volvo Experience and Identity Guideline