We listened to Richard Monturo, Vice President Marketing, Volvo Car Corporation, at Handelskammardagen in Gothenburg. He talked about Volvo Cars Brand Strategy and 2012 marketing. We asked him about being an American in Gothenburg and what we need to do to attract more people from the creative industries to this north western part of the world.

You're American, working in the whole world and based here in Gothenburg, Hisingen, Torslanda – what's that like?
It's fine… Gothenburg is more cosmopolitan that I think Swedes think – between the international people here for the universities and other companies to the immigrant communities. I do miss good Mexican and Caribbean food, though! The weather isn't always the best, but as people here say: "There is no bad weather, just bad clothes." And the nature is beautiful. I particularly like Slottsskogen and the archipelago.

What do you think the city and region needs to do to attract more people from the creative industries and how do we keep those we have here?
Gothenburg needs to celebrate the creativity it already has. The arts and music scene, and I don't mean museums and the symphony, but the stuff that comes up from the street. Creativity attracts creativity, the more undergrounds parts of it especially.

I love Way Out West – but it was starting to feel a little corporate, over-sponsored, safe. Music festivals should be dirty and crazy. And the film festival is too Swedish – needs to be more internationally minded. Finally, Gothenburg needs better bars and clubs with more interesting concepts. Because creative people will come here if they think there is a fun life outside of a rewarding job. And likewise, that's the reason they'll stay.

You rebranded Volvo Cars into the luxury segment – what is luxury for you?
Quite simply – how something makes you feel. A little special, smart for choosing it, helpful and desirable, something you always want to have with you. It may have cost you a lot of money when you bought it, but when you use it, you're glad you spent it. And finally, you choose brands because you want to be part of their circle, or family, or club, and you're proud to be a part. So luxury has to have a feeling of belonging. That's a lot more than simply price and status, which take on different meanings between Scandinavia and Asia or the Middle East, for example. But those are the things people have in common all over the world.

 Tack!