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

    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 

    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

    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.

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