Million dollar marketing spend for Volvo NZ

Million dollar marketing spend for Volvo NZ

Volvo New Zealand says a new marketing campaign for the brand is costing $1 million.

In what appears to be a first for the New Zealand market, Volvo will be sending anyone who buys a Volvo over the 12-week campaign to its home market, Sweden, to visit Gothenburg.

As part of the trip for two, they will visit Gothenburg where preparations are now underway for the world’s first autonomous driving trial – Volvo will test 100 of its autonomous cars on public roads driven in normal traffic by members of the public starting within the next 12 months.

Tours of the Volvo factory and museum also feature in the itinerary.

Volvo NZ national manager Coby Duggan expects up to 200 Kiwi’s will take up the free trip.

Duggan says Volvo is leading the way in terms of new self-driving and vehicular safety technology, and it makes sense for the testing to be done in Sweden, the home of Volvo.

“Sweden has invested heavily in road safety strategies and has less road fatalities than New Zealand despite having twice the population we do,” Duggan says.

Duggan says Volvo is developing its autonomous Drive Me System which is capable of handling a range of conditions from heavy traffic to emergency situations.

“Our plan is to ensure that no one should be seriously injured or killed in a new Volvo car from 2020, which is only possible with the help of automated technology,” he says.

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