Press Releases

Volvo Cars Gets Inside Xbox




Volvo becomes first carmaker to build Xbox video game around its products


“Volvo Drive for Life” video game a performance driving experience with safety in mind


IRVINE, Calif. (November 14, 2005) –– For the first time in the video game industry, a car company has built a driving game around its entire brand with the release today of “Volvo Drive for Life,” a game published by Microsoft for the Xbox game system.


Prior to the launch of “Volvo Drive for Life” on Xbox, companies –– including Volvo –– had participated in video games by inserting their products into an existing game platform. The new Volvo video game was designed to immerse the user in Volvo’s most important core value, safety –– while participating in an exciting gaming experience.


Everything within the game, from the cars to the surroundings, is modeled from scratch to create test tracks and driving environments that illustrate the strengths of the active safety features of each vehicle represented in the game. Players will experience firsthand the benefits of Volvo’s world-class safety features such as Dynamic Stability and Traction Control (DSTC), Four-C Chassis, and Roll Stability Control (RSC), while testing their skills in the challenging game environment.


“The Volvo Drive for Life game is a significant yet fun shift in how we communicate our message of safety and present our cars to current and potential customers,” said John Neu, Volvo Cars of North America’s manager of CRM & eBusiness. “It details our safety in a way no brochure could ever describe or any commercial could ever visualize. We look forward to seeing the public’s response to this work.”


“Volvo Drive for Life” features the Volvo S40 and S60 R sedans and the Volvo XC90 V8 sport utility vehicle, enabling participants to build the vehicle to their own specifications. Players first attempt to navigate a course at the Volvo proving grounds in Gothenburg, Sweden, without Volvo's active safety features engaged –– only to find it nearly impossible.


Volvo’s active safety features are then engaged, and players attempt the course again to experience the effect of the safety system –– defying a variety of obstacles and challenges. After successfully passing the course at the proving grounds, players then move on to drive the Volvo S40 along the Pacific Coast Highway, race the Volvo S60 R at the Italian Grand Prix or take the Volvo XC90 V8 on the treacherous road to the Ice Hotel in Sweden.


Beyond the actual game play, gamers can view videos that take them inside Volvo’s state-of-the-art Safety Center in Sweden. Users can also watch actual crash test footage from the Volvo Safety Center and other safety-related video clips on each model.


“Volvo Drive for Life” continues a series of historic firsts for Volvo in leveraging the digital realm for marketing purposes. In recent years, Volvo was the first auto manufacturer to: have its own Web site; place banner ads; sponsor blog sites; conduct pod casts; and, launch a vehicle online.


The game was developed jointly by Volvo Cars of North America, Euro RSCG 4D, Kirt Gunn & Associates, Inc., and Climax Action. It is available at Volvo retailers nationwide and will be featured in various marketing initiatives, including auto shows and the Burton Demo Tour throughout 2005. Visit for details on the nearest Volvo retailer.


Game Development Roles

  • Volvo Cars of North America ( oversaw development of the game
  • Euro RSCG 4D ( and Kirt Gunn & Associates ( concepted the game
  • Kirt Gunn & Associates: designed the game
  • Climax Action ( performed the technical development
  • Microsoft ( published the game, packaging, and manual



About Volvo Cars

Volvo has been building cars with Safety in mind worldwide for over 75 years. The 2006 Volvo Cars model line-up includes: the award-winning new S40 and its wagon counterpart the all-new V50; the award-winning XC90; the sporty S60 sedan – including the award-winning performance sedan – S60 R and the performance wagon version – V70 R; the flagship S80 luxury sedan; versatile V70 wagon and rugged XC70 (Cross Country); and, the all-new C70 convertible.


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Sören Johansson

Volvo Cars of North America



Eric Davis

Haberman & Associates




Technology, Special Interests
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