ROCKLEIGH, NJ -- What's your favorite Volvo commercial? Many people remember the ads
featuring survivors of car accidents who credit Volvo with saving their lives, and the
"Drive it Like You Hate it" message, and even the more recent lifestyle
depictions in the V70 Cross Country spots. These innovative ad campaigns spoke directly
and effectively to their audiences, and Volvo continues along that tradition with its 1999
campaign for the new S40 and V40 models.
Using a virtual personality named Lars and his entertaining Web site, www.swedenrules.com, Volvo subtly positions the new S40 sedan and V40 wagon in a way designed to be relevant and compelling to an audience aged 27-35, the target market for the model line. Lars and his Web site debutted on March 31, 1999, while the cars appear at Volvo Retailers early in the fall. Serious shoppers interested in the vehicle can collect information at www.thenextvolvo.com.
"We are continuing our tradition of connecting with customers in innovative, memorable ways delivered in the customer's own language," explains Mark LaNeve, Volvo's Vice President of Marketing. "As our product line expands and we appeal to new types of customers, the marketing campaigns must reflect it."
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