Company Introduces Volvo XC90 V8 with Super Bowl XXXIX TV Spot;
Volvo Also Announces Record Sales Year
Irvine, CA (Dec. 27, 2004) –– Volvo Cars of North America (VCNA) will for the first time advertise during the Super Bowl, tapping the big game as an opportunity to introduce its new V8-powered version of its Volvo XC90 SUV.
The Super Bowl is historically one of the most-watched television events of the year, with an average U.S. viewership in excess of 80 million. The staggering number of eyes and almost endless attention that will be devoted to the big game’s advertisements make it an ideal forum to preview the first-ever V8-powered Volvo model.
Introduced in 2003, the Volvo XC90 already is the best selling European luxury SUV in the United States. With 311 horsepower and a torque of 325 lb/ft at 3900 r/min, the Volvo XC90 V8 will be available in Feb. 2005.
“The launch of our V8 engine marks a new turning-point in Volvo’s history,” said Vic Doolan, president and chief executive officer of VCNA. “We sought a powerful launch to let as many individuals as possible know about the new version of the Volvo XC90. What better place to preview the most powerful Volvo than the most powerful sporting event of the year?”
Volvo is producing the campaign with its advertising agency of record, Euro RSCG Worldwide. Super Bowl XXXIX will be held Feb. 6, 2005, in Jacksonville, Fla.
Volvo Marks 2004 as Best Year Ever in the United States
Volvo also announced today it expects 2004 to be a record sales year for the United States.
In mid-December, Volvo surpassed its record 2003 sales year of 135,023 vehicles sold. This was aided in part by the successful launch of its all-new Volvo S40 premium mid-sized sedan –– which realized more than 100 percent month-on-month growth over Volvo S40 sales in 2003 ¬¬–– and continued demand for its Volvo XC90 ¬¬–– which already has been recognized by ALG (Automotive Lease Guide) and Kelley Blue Book as the SUV with the highest residual value in the U.S. market. Final 2004 sales figures will be announced in Jan. 2005.
“It has been a fiercely competitive 2004, but the consumers have responded particularly well to the new Volvo S40, its wagon counterpart the Volvo V50, the Volvo XC90 and our brand message of conscience, care and character,” Doolan added. “Our Super Bowl initiative for the V8 sets the stage for an exciting 2005.”
Volvo has been building cars with Safety in mind for over 75 years. The 2005 Volvo Cars model line-up includes: the award-winning new Volvo S40 and its wagon counterpart the all-new Volvo V50; the award-winning Volvo XC90; the sporty Volvo S60 sedan – including the award-winning performance sedan – S60 R and the performance wagon version – V70 R; the flagship Volvo S80 luxury sedan; versatile Volvo V70 wagon and rugged Volvo XC70 (Cross Country); and, the Volvo C70 convertible.
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For More Information:
Sören Johansson, Volvo Cars of North America, 949-341-6719, sjohan44@volvocars.com.
Eric Davis, Haberman & Associates, 612-338-3900, eric@modernstorytellers.com.
