Volvo’s overseas delivery program makes the car even more Swedish.

August 11, 2010


Fly then drive…

The headline reads: “First step Volvo. Next step Europe.” The idea is you buy a Volvo and pick it up in Sweden. In other words you get a vacation thrown in. I couldn’t locate the ad online, from Arnold Worldwide, but here’s the copy from Volvo’s website:

Take a vacation where the souvenir is part of an unforgettable experience. Purchase any new Volvo within the Volvo Overseas Delivery Program and you’ll discover a truly unique way to buy a car, as well as a truly unique way to travel around Europe. Here’s what’s included:

• Two round-trip tickets with Scandinavian Airlines
• A free first class hotel night in Gothenburg, Sweden
• Savings off the U.S. MSRP on U.S.-model Volvos (varies by model)
• Free shipping to your U.S. Volvo retailer

In the end, they claim the deal costs little more than if you bought the car straight off the lot in Hoboken. I find that hard to believe, but still…

What a cool idea. Granted, it’s not a new one. I seem to recall similar offers in years past. But so what? If one hasn’t been to Sweden, let alone Gothenburg –and I’m guessing many of us have not- it’s new. Damn new.

Beyond the free trip, it’s pretty slick marketing. You buy the Volvo in Sweden, take it home with you -more than transportation, you’ve got yourself a souvenir. How proud you’ll be telling the guys in your carpool where you bought it. Or that jealous mom from pre-school. Which you will, over and over again. That shit is priceless. By “delivering” your car at its “birthplace” Volvo has made you proud parents, and in turn evangelists for the brand. And isn’t that the Holy Grail of marketing: creating brand evangelists?

While I couldn’t find the print ad, I did find Snow White. And she looks like she could use a lift.

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7 Responses to “Volvo’s overseas delivery program makes the car even more Swedish.”

  1. jim schmidt said

    they can offer me a trip to a beach in thailand and i’m still not buying–that’s one ugly, ugly car. the swedes are to cars what the french are to comedy.

    • SRP said

      “the Swedes are to cars what French are to comedy” is a funny line. But I like Saabs and some Volvos. You don’t? Not even the iconic Saab convertible?

  2. jim schmidt said

    volvos are awful–dull and boxy. the iconic saab convertible was cool, but the newer models are great examples of how not to design a car.

  3. SRP said

    Very current update on Volvo regarding their agencies:
    http://adage.com/agencynews/article?article_id=145360

  4. tracy said

    Volvo became my dream car after I read about one turning over a million miles. Replace enough transmissions and reliability becomes damn sexy.

  5. Anne said

    I love Volvo…except for that period of time (2001-2008) when Ford screwed them up on the reliability front. Am excited they are back in business. And In 1973, I flew to Europe, picked up a Fiat 128 in Switzerland (almost Italy!), drove it around Europe and the UK for 6 months, then shipped it back as a used car. Is true that such a pick up makes you realize it ain’t a buick (that plus driving a four speed through switchbacks in the Alps….).
    My 1998 S70 is going strong for my daughter in law and my son’s 1996 850 is pushing 100k.
    will be on-line to look at the Sweden pick up program for my next Volvo!

  6. rOobin said

    Next year, you can probably pick up your Volvo at a factory in China…

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