Volvo - XC60

Global Dealer Launch

We were asked to launch the stunning new XC60 to over 5,000 dealers from 50 countries, bringing the vehicle’s modern urban personality and ground-breaking safety features to life.

Numbers and group dynamics meant that 40 groups needed to be exposed to the experience over 9 weeks. This had huge implications on the choice of venue, leading to the discovery of Pier 113, a disused customs warehouse in Volvo’s home city, Gothenburg. This was transformed into an extraordinary regenerated urban space housing every aspect of the dealer experience, which began with a reception and dinner.

Dealers emerged straight into a bustling, noisy, night-time city centre created with video walls, hanging LEDs and music. Music and animations built to a crescendo at which point two XC60s were driven into the room in a dramatic reveal. Dinner was served in four loft apartments, designed to immerse the dealers in the lifestyles of typical XC60 customers.

Day 2 began back at Pier 113 with business briefings followed by interactive learning experiences emphasising specific key selling points under the banners of ‘enrichment’, ‘pleasure’, ‘expression’ and ‘safety’. Dealers then drove the car in a series of driving experiences both on the road and on specially built test tracks including the incredible ‘Urban Obstacles’ course. Finally, every dealer was armed with a market-specific toolkit giving them everything they would need to cascade the experience to their country colleagues.

Post-event questionnaires revealed the highest scores ever for a Volvo dealer event of this kind with 89% of dealers agreeing that the event would help significantly in their day to day business. An amazing result for such a large-scale, multi-cultural event, tailored to 40 groups and delivered in 22 languages.


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Global Dealer Launch