Tech Talk: Nicole Melillo Shaw, Consumer Director of Volvo UK

We speak with Nicole about their new EV, what sustainability means to Volvo, and how they’re planning to be climate neutral by 2040

Nicole Mellilo-Shaw is the Consumer Director of Volvo UK, heading up a team of 31 across consumer digital projects, consumer experience, CRM and analytics, events and sponsorship, marketing communications and PR. A former marketing chief for world-renowned brands, Mellilo-Shaw specialises in delivering growth in consumer environments taking on a new challenge at Volvo in this period of transition from automotive manufacturer to mobility provider.

First things first… Can you tell us a bit about your role at Volvo?

I’m the Consumer Director for Volvo Car UK, responsible for our brand and consumer experience. My role is to place the consumer at the heart of everything we do; delivering on our brand values of sustainability and safety whilst ensuring consumers have a personal experience with us as a brand.

Nicole wears DAI.

Photographed by Helene Sandberg.

You’ve just released a pretty exciting looking electrical car; can you give us the low-down on what makes this car tick?

Of course, our XC40 Recharge is a pure electric car with a 260-mile range, offering zero tailpipe emissions to keep the driver’s conscience and our planet clean. It offers Google Maps and Google Assistant as standard, as well as Apple CarPlay and Android Auto. Simply say “Hey Google…” and ask it to find the nearest charging location, find your staycation destination, or ask how much charge is left. I’ve actually been driving it for the last six months and I absolutely love it. And the fact that it tells you how much battery you have for your trip makes me feel totally in control.

What does sustainability actually mean to Volvo?

Sustainability isn’t something that’s new to us. In 1976 Volvo fitted the world’s first three-way catalytic converter cutting hazardous exhaust emissions by around 90 per cent. We realised how important that was for the world, even back then, and just like the three-point safety belt, left the patent open for other manufacturers to use. Today, almost every traditional ICE engine in the world uses it. 

For us sustainability is about leading from the front, making genuine positive change, striving for our targets and taking responsibility, not only for our products but also the wider ecosystem encompassing our offices and retail network.

Cars aren’t known for being totally climate friendly, so what are Volvo’s sustainability ambitions for now and the future?

We were the first traditional car manufacturer to commit to all-out electrification, meaning that every new Volvo now comes hybrid or fully electric and from 2030 we will only sell electric cars. But we realise that electrification alone is not enough to bring down CO2 emissions in line with the ambitions set out in the Paris climate agreement of 2015. In 2019 we launched one of the most ambitious climate plans in the automotive industry. We are on the road to reducing our lifecycle carbon footprint per car by 40 per cent by 2025; as a first step towards our ambition of becoming a climate neutral company by 2040. These ambitions go beyond addressing tailpipe emissions through all-out electrification. We will also tackle carbon emissions in our manufacturing network, our wider operations, our supply chain and through recycling and reuse of materials.

We recognise that the automotive industry has been part of the problem and we must therefore be part of the solution.

Volvo’s sustainability mission is also prioritising female focussed design, can you tell us a little bit about that?

At a cosmetic level – Volvo interiors are elegantly Scandi-chic, luxurious and modest in design. The XC40 Recharge features a wireless mobile phone charger and a handy additional storage compartment under the front bonnet (called a frunk) which are just two of the features that we know specifically appeal to our female consumers. 

Most automotive manufacturers still produce cars based exclusively on data taken solely from male crash test dummies, whereas at Volvo Cars we have used both female and male crash test dummies since the 1970s, because women are far more likely to suffer a chest injury in a car crash than men due to differences in our chest anatomy and strength. As a result, we have evolved our car structure, safety belt design and side airbags to minimise impact on women and all occupants.

What will it actually mean for Volvo to be a climate neutral company and why have you earmarked 2040 to achieve this?

Volvo Cars has one of the most ambitious climate plans in the car industry. We aim to reduce our CO2 emissions per car by 40 percent between now and 2025, a first tangible step towards our long-term goal of becoming climate neutral by 2040. We realise that electrification alone is not enough, so our climate ambitions go beyond radically reducing tailpipe emissions through all-out electrification. We are also tackling carbon emissions in our manufacturing network, our wider operations, our supply chain and through our approach to recycling and reuse of materials which features heavily in our car design. To do this authentically and genuinely it’s going to take time, however we’re already well on our way! 

What do you think are the barriers to sustainability as a car company and what is Volvo doing to tackle them?

The automotive industry will only be able to start making meaningful change once consumers start to adopt EVs in meaningful volume. Volvo recognises that we need to make it easier for consumers to make the switch to electric and that we need to better explain the multitude of charging options (including home charging), range possibility and the lower total cost of ownership versus a traditional ICE engine car. 

Car manufacturers must also realise that the world’s natural resources are limited and that a circular economy production model must be adopted. This requires a mindset that embraces the circular economy, where the parts and materials used are not only recovered at the end of the car’s useful lifespan but also re-used in the production of new vehicles. Volvo design our cars to minimise waste and make greater use of recycled and bio-based materials. One of our circular economy ambitions is to significantly increase the share of recycled and bio-based materials in our cars by 2025 and includes targets of 25% to be recycled or bio-based plastic, 40% of recycled aluminium and 25% of recycled steel. 

Why do you think women in particular have become a growing market for EV?

We’ve conducted a lot of research in this area. Our insights show us that women are generally much more attuned to caring for others, society and for the planet. As well as beautifully designed cars, women also want to drive vehicles that feature smart tech and reduce their impact on the planet. Female leaders are pushing for change and all over the world and pockets of forward-thinking women are rallying their social networks and communities to help accelerate the switch to electric. 

Do you take any steps in your own life to be more green and eco-conscious?

Someone once famously said that ‘no one can do everything, but everyone can do something’ so I am trying to make smaller, everyday changes to do my part. I always pick up my coffee in a reusable mug and avoid single use plastics wherever possible. I’ve also recently moved to a new home and we’re considering solar energy. When I first joined Volvo, I was worried about committing to driving a pure electric car, mostly due to charging concerns, however I now drive an XC40 Recharge, and have a charging point installed at home, meaning that I always arrive at my destination feeling guilt free and empowered that I’m making a small difference. We know that once a consumer switches to a pure electric vehicle they are 96% likely to never want to go back to an ICE car. I love leading by example and encouraging others to do the same and make the switch. 

Why should environmentally focussed and tech conscious consumers choose Volvo?

As a human-centric car company, we have always been a brand for people who care about other people and the world in which we live. This is at the core of our Scandinavian DNA and follows through into our approach to sustainability and car design. 

We think carefully about decisions that affect the world and the lives of people. There is a Swedish word that means “caring” and “consideration”, but also importantly “to think again”. This word is “omtanke” and summarises Volvo’s way of protecting what’s important to people and our planet. 

It’s this genuine, authentic, and proven mission that appeals to environmentally focussed and tech conscious consumers.

What is the best “hidden” tech feature of the XC40 that makes it stand out from its competitors?

What a great question – I can think of a few! The front seats in the Volvo XC40 Recharge Pure Electric are some of the most comfortable you’ll ever experience and include four-way adjustable lumbar support to ensure your posture is always on point and your back is taken care of. There’s also a handy setting in the infotainment system that lets you lower the rear seat headrests from the front – quite useful if you want a clearer view out of the back window when the rear seats are unoccupied. With 2 small children, one of my personal favourites is the ability to open the boot with a swipe of my foot under the rear bumper – a lifesaver when you have your hands full!