Stephen Connor's Story

Stephen Connor runs Volvo Cars Australia at a particularly interesting moment. The automotive industry is being reshaped by EVs, software and an influx of new brands, while Volvo is trying to evolve beyond the idea that has defined it for generations, safety. Stephen’s own career has involved a fair bit of reinvention too. After senior roles in the UK and Dubai, he arrived in Australia without a job, living with his in-laws and taking whatever work he could find. It was a period where he left behind the status and ego attached to his previous career and gained a much clearer understanding of what he could contribute. Our conversation ranged from that personal reset to the practical work of building a storied brand in a brave new world. We talk about why Volvo’s designers spend time in Swedish forests; the challenges of handing your brand experience over to independent dealers; and Stephen’s unusually disciplined view that selling more is not always the same as succeeding. For Volvo Australia, he believes there is a point beyond which greater volume could diminish the brand, hurt dealer economics and ultimately damage the customer experience. It’s a conversation about the stories we tell ourselves about brand, leadership and change. Perhaps most of all it’s about knowing what you’re really trying to preserve while almost everything around you is changing. storywork.com.au