2010 Volvo XC60 Enjoys Aggressive Ad Campaign

Summer is coming up again, and who could forget the wild ride of last summer's gas prices? In California, it seemed that finding a gas station with regular-grade gas priced at $4/gallon was considered "cheap" by 2008 standards, and in those not-so-distant times, downsizing was considered the most sensible step. Compacts and hybrids enjoyed high sales levels last summer, and nearing a year later, the awareness of staying small still reverberates throughout the American populace.

With its competitors playing aggressively in the small premium utility segment, Volvo has upped its game with its XC60. With the lowest base price among its competitors (average transaction price of $38,550), the innovative City Safety program, and a free panoramic roof (launch phase only), the XC60 was not thrust into the sales arena unprepared. But to combat the Audi Q5, BMW X3, Mercedes GLK, and Lexus RX 350, Volvo also launched ads on all media fronts.

On the TV front, the "From Sweden With Love" ad campaign marked the new XC60 as the safest Volvo yet. Print magazines received ad placements, and the Web front received dedicated sites to the new premium crossover. A specialized cinema ad highlighted the features of the XC60 to movie-goers, while an "experiential" national tour through 141 Volvo dealers provided onlookers with a first-hand experience of the new Volvo. With the tour wrapping up, more than 3000 potential customers have seen the capabilities of the City Safety system.

With the most aggressive ad campaign since the rollout of the XC90 in 2002, sales of the XC60 are expected to start at about 1000 units per month.

Source: Ward's Auto