Volvo Ocean Race range of cars
To celebrate the start of the fourth Volvo Ocean Race, Volvo Cars have launched three limited edition models specifically designed with the sailing adventure in mind. Design details inspired by life on board a boat help distinguish these models from their standard counterparts with unique interior and exterior refinements.
Launched at the Geneva Motorshow, three of Volvo's models will be available in the UK with this special Ocean Race inspired specification, allowing customers to own a piece of Volvo's involvement in the world's most challenging of sailing events. The Volvo Ocean Race Editions will be available to order in the new Volvo V60, XC60 and XC70 from April 2011 with customer cars expected to be delivered in July 2011. Engine availability and pricing have yet to be confirmed in the UK.
Customers can choose between two exterior colours, Volvo Ocean Blue II or Electric Silver, in conjunction with the sail-inspired leather upholstery in off-black and soft beige with embossed Volvo Ocean Race Logo on the backrest of the front seats.
Other features are the uniquely designed aluminium wheels, chromed detailing and the Volvo Ocean Race emblem on the front wings.
Inside the car, the seats and door panels feature an added level of craftsmanship. The load cover displays the Volvo Ocean Race logo in print with stitching and sheet detailing, there are textile floor mats with clew-inspired details in aluminium and the tread plate in aluminium is embossed with the text 'Volvo Ocean Race'. In addition, the Human Machine Interface start-up display shows the Volvo Ocean Race logo and text.
Volvo Cars estimates to sell about 7,500 cars globally. The four largest markets are expected to be Germany, Sweden, Great Britain and Italy. Other markets outside Europe that will be involved in the race will also sell the Ocean Race Editions.
Volvo generates enormous media coverage and offers a unique chance for race partners and sponsors to meet customers without the presence of competitors. From a business point of view it is a goldmine of opportunities.
The ties between the Volvo Ocean Race and Volvo Car Corporation run deep. The fourth Volvo Ocean Race starts in Alicante in October 2011, the competing teams will embark on an eight-month-long adventure travelling around the world. The extraordinary team spirit required, the demands on empowering leadership and the strong focus on safety and environment that characterise the race all add up to a perfect match for the requirements that Volvo Cars sets for engaging in a sport.
"With the Volvo Ocean Race we have a fantastic opportunity to reinforce the brand and highlight specific characteristics such as design, dynamic performance and innovative technology. It enables our effort to move the brand towards more emotive values," says Karin Bäcklund, Director Global Sponsorship at Volvo Cars.
The business focus will be strong at the 2011-2012 Volvo Ocean Race with a pavilion, shared by all the Volvo companies, where corporate guests as well as the general public can get to know the brand and its products. Volvo specifically invited 10,000 corporate guests for a unique two-day programme during the 2008-2009 Volvo Ocean Race.
At the various stopovers, business and brand seminars will be offered as well as demonstrations and test drives. There is also a strong focus on developing the stopovers, making them into a more active and entertaining scene for visitors.
"Our target group consists not only of people with a specific interest in sailing - the Volvo Ocean Race is a great adventure containing lots of human drama and it therefore attracts a wider audience," says Karin Bäcklund.
Safety has been a core value for Volvo Cars since its very first car was manufactured in 1927, and safety is also at the top of the agenda for the Volvo Ocean Race. For example, the boats are equipped with GPS systems so the vessels can always be immediately located should something untoward happen. All competitors must complete a safety training course before entering the race. Furthermore, there are collaborative agreements with the various national coastguards and maritime authorities along the entire route.
When it comes to environmental care, sailing is the obvious choice since it does not use any power source other than the wind.
Media coverage of the Volvo Ocean Race is enormous. If we examine only the value of TV broadcasts, printed press and online media the return on investment is estimated at between 300 and 400 percent.
"The Volvo Ocean Race also gives us a fantastic opportunity to build long-term relations with customers all over the world, especially in countries with stopovers. During the last race, almost 4 million people visited race villages around the world. We are expecting even more this time," Karin Bäcklund concludes.