Volvo Cars of North America and America Online, Inc. 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 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.
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.
The 2001 Volvo S60 is built on the platform that is the basis for the S80 luxury sedan. It is the third completely new product introduced by Volvo Cars of North America, Inc. this year.
