Volvo XC90 to be Advertised During Super Bowl XXXIX

VCNA PRESS RELEASE
Volvo Cars of North America (VCNA) will for the first time advertise during football's Super Bowl, using the game as an opportunity to introduce its new V8-powered version of its Volvo XC90 SUV.

The Super Bowl is historically one of the most-watched television events of the year, with an average U.S. viewership in excess of 80 million. The staggering number of viewers and almost endless attention that will be devoted to the big game’s advertisements make it an ideal forum to preview the first-ever V8-powered Volvo model.

Introduced in 2003, the Volvo XC90 already is the best selling European luxury SUV in the United States. With 311 horsepower and a torque of 325 lb/ft at 3900 r/min, the Volvo XC90 V8 will be available in Feb. 2005.

“The launch of our V8 engine marks a new turning-point in Volvo’s history,” said Vic Doolan, president and chief executive officer of VCNA. “We sought a powerful launch to let as many individuals as possible know about the new version of the Volvo XC90. What better place to preview the most powerful Volvo than the most powerful sporting event of the year?”

Volvo is producing the campaign with advertising agency, Euro RSCG Worldwide. Super Bowl XXXIX will be held Feb. 6, 2005, in Jacksonville, Fla.