The business of followership

Volvo will end manufacturing and sales of their Bi-Fuel models, cars running on natural or biogas. A lot of people in the business cheer the news, stating that a product that year after year has generated losses only has one way to go - down the drain.

To me it's just sad.

Not only because I like the product. But because Volvo has proven their business is the business of followership.

Years ago they were leading the development not only in safety but also in environment. Their successful launch of the Lambda Sond in the 80s is just one example. Today they even might loose their strong position in safety since Toyota, Lexus and others score top results in Euro NCAP and other safety tests.

Today the strategy seems to be "keep pace with competitors but let them pave the way". The Bi-fuel vehicles have been the only exception. The reason for ending the production is a low demand. But isn't that just another way to say: "we were incapable to market this new product line. We are incapable because we are followers, not leaders. And when we suddenly were in the lead, we didn't know what to do."

Creating new products, or new product categories is about changing people's minds. That's a challenge. But what challenge doesn't wait in the future if people's minds change because of some competitors’ efforts. Then you have to be a hell of a follower.