Volvo Joins with AOL for World's First Digital Car Launch
28 September 2000
Volvo Joins with AOL for World's First Digital Car Launch
Automaker Selects Internet as Sole Electronic Medium and AOL As its Exclusive
Online Marketing Partner in "REVOLVOLUTIONARY" Campaign that Begins Today
NEW YORK, Sept. 28 Volvo Cars of North America and America
Online, Inc. , the world's leading interactive services company,
have teamed up to launch a new vehicle in a revolutionary new way.
Recognizing the power of the Internet, Volvo has chosen AOL as its sole
national electronic marketing partner to create awareness and interest in its
sporty new S60 sedan.
"Volvo has long recognized the powerful influence that the Web has on
informed auto buyers' decisions," said Mark LaNeve, President and CEO, Volvo
Cars of North America. "In 1994, we were the first automaker to launch a
website and have been adding enhancements and interactivity ever since. Our
latest innovation is to join with AOL for a digital car launch designed around
the Internet's most popular interactive destinations. We have chosen online
media over national TV and Radio to launch this car."
"We are delighted that Volvo chose to work with AOL in such an innovative
way to launch their latest car, and we're looking forward to offering AOL's
24 million members the 'first look' at the Volvo S60," said Myer Berlow,
President of Interactive Marketing, America Online, Inc. "Consumers are going
online more than ever to both research and buy cars, and we're pleased to
collaborate with Volvo, a brand our members know and trust, on such a unique
marketing program. This promotion is a next step in expanding the easy access
we offer our members to a wealth of reliable information and tools for
researching and buying automobiles."
The AOL program and associated Volvo S60 Website will carry the unifying
theme of "REVOLVOLUTION" -- Volvo's new "rallying cry" that has been developed
to redefine the way the brand is viewed by consumers. The Volvo S60
exemplifies this theme by offering impressive performance, beautiful design,
and Volvo's legendary safety -- all in one vehicle.
Volvo Cars of North America is working on the "REVOLVOLUTION" initiative
with its agency of record, New York-based Messner Vetere Berger McNamee
Schmetterer/Euro RSCG (MVBMS), and FUEL North America, the integrated
marketing communications unit of MVBMS.
A key element of this Volvo/AOL alliance is the special offer that is
being made available exclusively to AOL subscribers beginning October 15.
Subscribers who purchase a Volvo S60 will be able to create their own
customized accessories package worth up to $2,100.00 at no additional cost.
This AOL program highlights the growing trend of consumers going online to
research and buy cars. According to the Roper/Starch Cyberstudy, 62% of
online users go online as part of the process of making any major purchases,
like a car. The Volvo promotion will be accessible across AOL, including on
AOL's new Auto Channel, which offers AOL members a wealth of reliable,
accurate information, services, and tools for car shopping, buying and
maintenance throughout the ownership cycle.
The 2001 Volvo S60 is a sophisticated European sedan that marries sporty
performance with state-of-the-art safety. Built on the highly successful
platform that is the basis for the elegant S80 luxury sedan, the S60 adopts
the fluid styling of the new Volvo design language in a mid-sized sedan that
is expected to be a core product for the company. The Volvo S60 is the third
completely new product introduced by Volvo Cars of North America, Inc. this
year.
Volvo Cars of North America is part of the Volvo Car Corporation of
Goteborg, Sweden. The company provides marketing, sales, parts, service,
technology and training support to 328 Volvo automobile retailers across the
country. The 2001 Volvo automobile line includes the flagship S80 luxury
sedan, versatile V70 wagon and rugged Cross Country, C70 coupe and
convertible, the new sporty S60 sedan and compact S40 and V40 models.
About America Online, Inc: Founded in 1985, America Online, Inc., based in
Dulles, Virginia, is the world's leader in interactive services, Web brands,
Internet technologies and e-commerce services.