Jan 16, 2001

Volvo Praises AOL-Aided Launch

America Online has a big fan in Volvo Cars of North America. The two recently teamed for what Volvo called "the first online launch of a new car model," and now the Swedish brand has announced that the launch "has surpassed its initial goals in reaching online auto buyers."

The introduction of the sporty Volvo S60 sedan via AOL came on October 15 with a special offer available exclusively to AOL members. Through this promotion, members are exposed to the Volvo S60 through a variety of areas throughout the service, including the Welcome Screen, banner placements, and special content areas. All of these are linked to the REVOLVOLUTION Web site, where users can view the new car model, customize their vehicle choices, receive information and incentives toward purchasing an S60.

The promotion, which is still underway, promises AOL members who purchase a Volvo S60 the ability to create their own customized accessories package up to $2,100 at no additional cost. The Volvo promotion is also featured on AOL's new Autos Channel, which offers AOL members a wealth of reliable, accurate information, services, and tools for car shopping, buying, and maintenance throughout the ownership cycle. Driving Today is part of that AOL information area.

Since the October 15 launch, more than one million users have visited the REVOLVOLUTION Web site, yielding over 41 million hits. As a result, more than 20,000 people have configured their own S60 online and contacted a Volvo retailer. While not all of these will result in sales, they have heartened Volvo executives.

"These preliminary results once again confirm Volvo's belief that the Web has a powerful influence on informed auto buyers' decisions," said Mark LaNeve, president and CEO, Volvo Cars of North America. "While others saw the decision to choose online media over national TV and radio as a risk, we saw it as an opportunity to advance the role of the Web in marketing. Volvo customers are educated, discerning consumers who seek meaningful information. This promotion provides them with the tools to explore the advantages of the S60 and be rewarded with incentives that matter to them."