Volvo/Orvis Partnership Announcement
14 August 2000
ROCKLEIGH, N.J., and MANCHESTER, Vt. - Orvis, Inc. and Volvo Cars of North America have announced a multi-year strategic marketing alliance designed to create new promotional avenues sourced from their unique customer bases. The plan includes Volvo advertising in Orvis mail order catalogs, and the use of Volvo automobiles in various Orvis promotions and advertising. While Orvis and Volvo each offer a very different product line, they share common core values, specifically a commitment to quality and a concern for the environment. Orvis' corporate mission statement emphasizes both values, perhaps best highlighted by the company's unrivaled lifetime guarantee on fly- fishing rods, and it's donation of 5% of pre-tax profits to conservation programs around the world. Both companies further benefit from state-of-the- art technology and intense customer loyalty, all leading to the creation of a very natural partnership. "Since 1998, when we started working with Orvis, we realized we share similar business philosophies. As our relationship matured, it became quite natural to create a formal agreement and structure to support increased customer relationship marketing activities," comments Mark LaNeve, President and CEO of Volvo. "Orvis's commitment to quality products and to our environment is commendable. I know we'll both benefit from this relationship." Orvis and Volvo forged this relationship with the launch of the first generation 1997 Cross Country all-wheel-drive wagon. "At that time we wanted to explore different options for reaching potential customers and we kept coming back to the opportunities Orvis could provide," comments LaNeve. "And our Cross Country buyer's profile, one that balances an outdoor lifestyle, with family values, and desire for excellence in engineering are a perfect fit to Orvis's customers." "Volvo is one of the most innovative automobile manufacturers in the world," says Orvis CEO, Perk Perkins. "We're excited about working with them to explore the market-growth opportunities that can result from our mutual cross-over appeal." Volvo's Cross Country wagon represents almost 50% of total Volvo wagon sales. "45% of our Cross Country buyers have shopped an SUV, not surprisingly almost 45% of Orvis's customers own either a wagon or SUV. We see tremendous potential to reach new customers," according to LaNeve. Volvo's 2001 Cross Country is completely new, with even bolder styling and with additional ground clearance (8.2 inches). It is a hybrid vehicle that tackles all roads with grace, comfort and of course traditional Volvo safety engineering. Volvo Cars of North America is the importer of Volvo cars in North America. Volvo was founded on principle that automobiles should be engineered for safety, crafted with European quality, and have a holistic environmental philosophy. Founded in 1856, Orvis is the nation's oldest mail order company, specializing in premium fly-fishing tackle, clothing, upland hunting gear, home furnishings, travelwear and travel accessories, and luggage.