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October 15, 2008
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Volvo dealers ‘live and breathe’ the customer lifestyle




A new experience, Shaping the Future 2008, has been created by Volvo Cars to give its dealers an in-depth insight into the minds and lifestyles of the kind of people who are likely to drive the manufacturer's new XC60 model.

The nine-week experiential launch of the new XC60 will immerse 5,600 dealers from 32 countries in a theatrical two-day programme in Gothenburg, Sweden.

Designed and produced by Line Up, Shaping the Future 2008 will be staged at a disused warehouse, transformed for the event into three floors of complete ‘Volvo-ness’, plus a specially constructed Urban Obstacles driving track.




Course work: Dealers sample the Volvo Urban Obstacles track


Inside the venue, key features include themed presentation and workshop areas, plus four experiential ‘loft apartments’ designed to reflect the varied lifestyles of four typical Volvo customers – an architect with a young family, a female doctor with a passion for exotic travel, a web designer with a craze for extreme sports and a banker with a taste in expensive hi-tech gadgets.

The apartments will give dealers a unique opportunity to live and breathe the lifestyle of their customers, both during the day and during intimate dinner parties in the evening.

The Urban Obstacles circuit sits in pride of place at the front of the venue, complete with viewing gallery. Built from scratch, the design of the circuit plays on the real condition of roads and urban obstacles to demonstrate every aspect of the XC60’s driving technology.

"This event is all about giving our dealers memorable stories and insights about every aspect of the XC60 to take back and use as sales tools in their own markets," said Frank Shulz, global events manager for Volvo. "It's the most interactive, hands-on dealer launch we've ever staged and results to date show it is proving to be one of the most effective. Once again, it has been a pleasure working with the Line Up team, who have done a remarkable job in creating such a multi-dimensional brand experience in a highly relevant urban setting."

Line Up director Rob Leach added: “This is the third year we’ve masterminded a global product launch for Volvo, and this is our most ambitious yet. By carefully selecting one central location capable of delivering all aspects of the experience without compromise, we’ve been able to deliver real financial efficiencies for Volvo while still creating a global event with true ‘wow’ factor."


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