its successful collaboration with Swedish football star Zlatan Ibrahimovic,
Volvo Cars is now joining forces with another Swedish superstar: Robyn. The
female music artist will star in the second chapter of Volvo Cars’ “Made by
Sweden” campaign, driving a Volvo V60 powered by the company’s new Drive-E
to a company statement, the new campaign with Robyn will explore Sweden from
her point of view in Los Angeles and focus on the company’s commitment to the
environment, among other things via the company’s new Drive-E engine family. As
such, the campaign communicates a strong, multi-faceted brand message from
Volvo Cars, which delivers almost half of its non-fleet sales to female
is without a doubt the most successful contemporary Swedish pop star, having
sold millions of records around the globe since her debut as an artist in 1995.
Like Volvo Cars, which is on a journey towards technology independence after a
decade under Ford Motor Co ownership, Robyn is an example of iconoclastic and
independent-minded Swedishness. In 2004, she abandoned her contract with a
major music label and started her own record company, Konichiwa Records, on her
own terms. The rest is history and Robyn is now more successful than ever.
With the new Drive-E powertrains, Volvo Cars
has created a family of smaller, more intelligent petrol and diesel engines
with power curves that give exciting drivability while at the same delivering the
fuel economy of only four cylinders. By adding electrification such as plug-in
hybrid technology to the engines, Volvo Cars can provide customers with both
ultra-efficient and high-performance engines.
“I like Volvo, and I like what the company and
the brand stands for,” says Robyn. “For instance, Volvo is a Swedish company
that invented the three-point safety belt, but didn't patent it because they
knew that would mean fewer people could use a safer belt. I like things like
that. This campaign promotes a wide-reaching environmental project, and after a
lot of research I realised it can really make a difference," she added.
Source: Volvo Cars
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