The Volvo V60 Launch Celebrates Unconventional Automotive Marketing
Coral Carson — March 8, 2018 — Autos
References: volvocars
The all new Volvo V60 launch caters to the diverse needs and realities of modern family life. Volvo is a long-standing premium automotive brand known for its innovative approach to being on the cutting edge and prioritizing the needs of its consumer. On February 21st, 2018 Volvo hosted one of the most creative and unconventional reveals of its new V60 vehicle at a Swedish family estate. The company wanted to prioritize its brand authenticity by launching its sleek V60 in a natural environment, the suburbs of Stockholm.
The focus of the launch was to center around the day-to-day obstacles of family life and illustrated how Volvo plays a large part in making those obstacles a little easier. The V60 five-door, mid-size vehicle combines an attractive aesthetic with modern day practicality, making it one of the more versatile vehicles in the world. As Robin Page, Senior Vice President of Design at Volvo Cars puts it, "The V60 really is the central point to the Volvo brand. It's redefined, has a beautiful proportion and stance, yet delivers on practicality and versatility." Volvo strives to make its mandate one that is innovative and future-forward while also considering the working family.
This is not only achieved through its commitment to a premium aesthetic, but the V60 also encompasses Volvo's renowned reputation of being an industry leader in safety. A highlighted feature is the Autobrake Technology that ensures both city safety and night driving ease. The City Safety features use automatic braking and detection systems to assist the driver in avoiding potential collisions -- it is the only system on the market that recognizes pedestrians, cyclists and large animals. City Safety now also engages autobraking to mitigate oncoming collisions. The Pilot Assist system, which supports the driver with steering, acceleration and braking on well-marked roads up to 130km/h, has been upgraded with improved cornering performance. The V60 also includes Run-off Road Mitigation, Oncoming Lane Mitigation and other steering assistance systems. The optional Cross Traffic Alert with autobrake further improves safety for people inside and outside of the car.
When discussing Volvo's commitment to their consumer, Volvo Cars President and CEO, Håkan Samuelsson, explains, “The family estate driver is an important customer for our business and has been for generations.The new V60 honors that tradition, but also takes it much further."
The focus of the launch was to center around the day-to-day obstacles of family life and illustrated how Volvo plays a large part in making those obstacles a little easier. The V60 five-door, mid-size vehicle combines an attractive aesthetic with modern day practicality, making it one of the more versatile vehicles in the world. As Robin Page, Senior Vice President of Design at Volvo Cars puts it, "The V60 really is the central point to the Volvo brand. It's redefined, has a beautiful proportion and stance, yet delivers on practicality and versatility." Volvo strives to make its mandate one that is innovative and future-forward while also considering the working family.
This is not only achieved through its commitment to a premium aesthetic, but the V60 also encompasses Volvo's renowned reputation of being an industry leader in safety. A highlighted feature is the Autobrake Technology that ensures both city safety and night driving ease. The City Safety features use automatic braking and detection systems to assist the driver in avoiding potential collisions -- it is the only system on the market that recognizes pedestrians, cyclists and large animals. City Safety now also engages autobraking to mitigate oncoming collisions. The Pilot Assist system, which supports the driver with steering, acceleration and braking on well-marked roads up to 130km/h, has been upgraded with improved cornering performance. The V60 also includes Run-off Road Mitigation, Oncoming Lane Mitigation and other steering assistance systems. The optional Cross Traffic Alert with autobrake further improves safety for people inside and outside of the car.
When discussing Volvo's commitment to their consumer, Volvo Cars President and CEO, Håkan Samuelsson, explains, “The family estate driver is an important customer for our business and has been for generations.The new V60 honors that tradition, but also takes it much further."
Trend Themes
1. Consumer-based Auto Releases - Unconventional automotive marketing strategies that prioritize the needs of the consumer.
2. Brand Authenticity - Launch events that showcase a brand's authenticity and values in a natural environment.
3. Innovative Safety Technology - Automotive innovations that prioritize safety, including advanced collision prevention systems.
Industry Implications
1. Automotive - The automotive industry can adopt unconventional marketing strategies to target diverse consumer needs.
2. Event Planning - Event planners can create launch events that highlight a brand's authenticity and values.
3. Technology - The technology industry can develop advanced safety systems for collision prevention in vehicles.
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