By Ravichandran Srinivasan
For Volvo Cars, India represents far more than just another growth market. As the luxury automotive space gradually evolves from traditional internal combustion vehicles to electrified mobility, the Swedish luxury carmaker is positioning itself at the intersection of safety, sustainability, premium customer experience and digital transformation.
At the helm of this transition is Jyoti Malhotra, who has spent nearly three decades in the automotive industry across companies such as Motherson Sumi, Fiat India, Maruti Suzuki and Mahindra & Mahindra before taking over as the first India Managing Director of Volvo Car India.
Reflecting on his professional journey, Malhotra says his career has been shaped by exposure to vastly different operating environments, helping him understand both the strategic and executional dimensions of the automotive business. “Having spent 30 years in the automotive industry, my purpose beautifully coincides with Volvo’s purpose, which extends beyond mobility as we are committed to building a future that is safer, cleaner, and more sustainable,” he says.
He adds that his experience across regions such as Delhi, Chandigarh, Kerala and Mumbai helped him understand India’s demographic and cultural complexity, an essential capability for leading businesses in the country. “At Volvo Car India, our focus is on strengthening our position as a leader in safety and sustainability, while accelerating our transition to electrification and unlocking the brand’s long-term growth potential in India,” he notes.
Strengthening the luxury footprint in India
Volvo Car India currently operates through 23 showrooms and 25 workshops across the country, steadily expanding its footprint in line with future growth plans. According to Malhotra, network expansion is entirely business-driven and aligned with the company’s long-term vision for India.
The broader luxury car market itself is expected to witness substantial growth over the next five years. “Currently, the luxury car segment is very small at around 50,000 units per annum. It is likely to double in the next five years as the number of HNI and UHNI customers are growing at a very fast pace and aspirations are going to match rising incomes,” he explains.
Electrification is expected to play a major role in this evolution. While Volvo Cars globally has recalibrated its earlier target of becoming a 100% electric car company by 2030 to achieving 80-90% electrified sales, the company remains firmly committed to EV expansion in India.
“In India we had made a commitment to launch one new EV model every year, and we have maintained this commitment. This year too we will be launching two new EV models,” says Malhotra. At the same time, he clarifies that Volvo’s internal combustion engine offerings will continue to remain relevant for Indian customers. “Our much-loved ICE cars will continue to bring in the best-in-class comfort and luxury to consumers as this is what they want too.”
The company is also evaluating plug-in hybrid technologies for the Indian market. “We are actively going to participate in both EV and ICE car offerings, in the form of MHEVs, and we are exploring PHEVs for the future,” he reveals.
Safety remains Volvo’s strongest differentiator
Despite increasing competition in India’s luxury vehicle segment from established German rivals and emerging EV brands, Volvo continues to build its positioning around its strongest historical pillar – safety.
“Safety is in our DNA and has been core to our philosophy that strongly advocates ‘safety is all about people’, both inside the car as well as those outside,” says Malhotra.
He points out that Volvo’s contribution to automotive safety extends beyond its own vehicles. “We’ve helped save over a million lives by sharing our patent for the three-point safety belt. It’s our ambition to save millions more. And it is this commitment that sets us apart.”
According to him, Volvo’s Scandinavian design philosophy, combined with sustainability and electrification, creates a differentiated identity in the luxury space. “Volvo Cars stands apart with a clear focus on safety, sustainability and Scandinavian design, backed by a strong electrification roadmap,” he adds.
Interestingly, Malhotra says real-world customer experiences continue to shape the company’s future strategy. “The second influence comes from the powerful stories our customers share after surviving severe accidents. Hearing time and again how Volvo saved their lives reinforces the gravity of what we do,” he says.
“These stories remind the management team that safety isn’t just a feature – it is our primary differentiator and a profound responsibility.”
Building confidence in India’s EV ecosystem
One of the biggest concerns surrounding EV adoption in India continues to be charging infrastructure, especially for long-distance travel. Malhotra acknowledges that the EV ecosystem is still evolving, but believes progress has been encouraging.
“EV is a relatively new technology and, as with any new tech introduction, it takes time for the ecosystem to evolve. The same is true for charging infrastructure,” he says.
He notes that urban charging infrastructure has already improved significantly, with charging points becoming increasingly visible across residential complexes, workplaces and public spaces. Highway charging, meanwhile, is also progressing steadily.
“Regarding charging infrastructure on highways, progress over the last couple of years has been very encouraging,” he observes.
Volvo Car India is also investing directly into charging infrastructure development through partnerships. The company recently collaborated with CHARGE ZONE to establish a 360 kW ultra-fast charging station on the Nashik–Mumbai highway near Igatpuri.
“This is our first step in delivering a world-class charging experience across India, ensuring that our customers not only enjoy the luxury and performance of Volvo EVs but also have access to a dependable and hassle-free charging infrastructure,” says Malhotra.
Importantly, Volvo sees charging infrastructure as more than a marketing exercise. “Charging infrastructure is first and foremost a core part of the ownership experience and the after-sales ecosystem, with its role as a brand or marketing signal being secondary,” he explains.
Reinventing after-sales for the electric era
As EV adoption grows, after-sales business models are also undergoing major changes because electric vehicles typically require lower mechanical maintenance than conventional vehicles.
Volvo Car India is proactively adapting to this transition while ensuring dealer profitability remains protected. According to Malhotra, retaining the vehicle within the company’s service ecosystem remains critical.
“Car parc retention is the key for sustained business, and offering a one-stop solution enables our dealers to effectively address this shift in the car parc,” he says.
The company is also helping dealers diversify their workshop capabilities. “We are building our dealer workshop competency on smart repairs while simultaneously providing them new business opportunities,” he adds.
To improve uptime and reduce repair lead times, Volvo established its local parts distribution centre in 2018 and has recently expanded its capacity. “Currently, we maintain a parts supply service rate exceeding 90%,” Malhotra states.
Digitalisation and connected vehicle technologies are also becoming central to Volvo’s after-sales strategy. “We offer world-class software-defined cars that intelligently communicate service requirements to customers through timely notifications in the vehicle cluster and Volvo Car App,” he explains.
According to him, customer feedback on these connected service features has been overwhelmingly positive. “We have received enormous positive feedback and many success stories from our customers.”
Elevating customer experience through “Scandinavian Hospitality”
Customer experience is another area where Volvo believes it can stand apart in the crowded luxury segment.
“Our customer experience is rooted in Volvo’s CX principles of being Personal, Effortless and Respectful,” says Malhotra.
Rather than relying on one dramatic “wow” moment, Volvo focuses on consistency across the ownership journey. “We believe that excellence lies not in a single moment, but in consistently delivering meaningful, seamless interactions across every touchpoint,” he explains.
As luxury vehicle discovery increasingly shifts online, the role of physical dealerships is also changing rapidly. Malhotra believes dealerships are evolving from traditional sales outlets into customer engagement and reassurance centres.
“By the time customers walk into a dealership today, they are already well-informed and come with heightened expectations,” he says.
“The showroom is no longer the starting point of discovery, but a space where belief in the brand is reinforced.”
He further explains that dealerships now act as a “human translation layer”, helping customers simplify final decision-making while deepening emotional connection with the brand.
Volvo is also preparing for growing luxury demand beyond metro cities. “Our focus is on ensuring timely and seamless service closure for the customer,” says Malhotra. “We are actively working towards optimising our service infrastructure and facility footprint to effectively meet evolving customer needs.”
Sustainability embedded across operations
Sustainability, according to Volvo Car India, extends well beyond vehicle electrification and is deeply integrated into its after-sales ecosystem as well.
“Our network focuses on solar power utilisation, water recycling and responsible waste management practices,” says Malhotra.
The company has implemented multiple sustainability initiatives across dealerships and workshops, including solar panel installations, green energy usage, effluent treatment plants, improved greenery and reduced plastic usage.
“Our commitment to the environment dates back to the 1940s and today it is stronger than ever,” he remarks.
Preparing for the next-generation automotive workforce
As vehicles become increasingly software-defined and electrified, skill development within workshops is becoming equally critical.
“We make sure all technicians are trained in handling EVs as a mandatory requirement and part of basic training,” Malhotra says.
Volvo has additionally introduced specialised certification programmes for high-voltage diagnostics and battery handling across dealerships. “We also have specialised high-voltage diagnosis and HV battery handling certification for technicians in each dealership,” he adds.
Interestingly, Malhotra believes Volvo’s own leadership team underwent a similar transformation while embracing electrification.
“To truly lead India’s electric revolution, our Management Team made the collective decision to switch to driving Volvo EVs daily,” he reveals.
“This wasn’t just a corporate exercise; it was about living the technology we champion.”
That internal cultural shift, according to him, helped electrification evolve from a business mandate into a deeply personal organisational mission.
“Our strategy is now crystal clear – we are driving toward an all-electric future, fuelled by the authentic experiences of our team and anchored by a legacy of safety that remains our ultimate promise to the Indian customer.”
