Volvo Cars has strong business focus on the Volvo Ocean Race

A stopover is a major event. Tens of thousands of guests and general spectators come to the Race Village - many to see the Volvo Open 70 boats and perhaps to catch a glimpse of a famous skipper. All of them will somehow encounter the Volvo brand.

At each stopover, there will be a Volvo Pavilion with a brand and product exhibition and a hospitality floor: the Volvo@SeaLounge. The Volvo Pavilion is the hub for all Volvo's activities at the Race Village. This time, it is larger than ever before in order to accommodate thousands of guests. Volvo Cars has about 3,000 international guests traveling to stopovers and at least twice as many local guests. This does not include the around 20,000 VIP guests from the syndicates and the Volvo Group.

[B]Showing the brand[/B]

At the brand exhibition, there are products on display from all the Volvo companies, in both natural size and smaller versions for remote racing.

At most stopovers, guests can sign up to test drive one of the latest Volvo models. Or they can be given a demonstration of Volvo City Safety, the latest new safety function in which the car brakes automatically. Volvo's brand values are driving the development of both new products and of the way Volvo serves its customers and the community.

[B]Volvo City Safety can brake the car[/B]

Apart from launching the latest model, this is a great way to show the entire model range. In many places, it will be possible to book test drives, together with demonstrations of Volvo Cars' latest world-first as standard safety innovation, City Safety. A system that makes the car brake by itself if needed.

During the race, a commercial campaign will be launched highlighting the parallels between Volvo Cars and the Volvo Ocean Race, including the theme of "Safety sets you free".

[B]Building relations[/B]

This is the tenth race since the start and the third under the Volvo flag. The Volvo Ocean Race is now so well established that professional sailors talk about doing "the Volvo".

Gerry Kearney, Senior VP for Marketing & Sales at Volvo Car Corporation, sees a great interest from all markets: "This year we have added new stopover countries to the race...This gives us an excellent opportunity to strengthen our brand and to build relations with old and new customers in these markets."

[IMG]http://www.oneshift.com/showroom/uploadimages/resized-20090119235102223.jpg[/IMG]

Credits: JRC