ROCKLEIGH, NJ – Launching its biggest television advertising campaign since the rollout of the XC90 cross/utility vehicle in 2002, Volvo Cars of North America LLC unveils its blitz for the all-new XC60 just as retail sales begin in earnest.
“From Sweden With Love” is the theme of the TV ads for the new model it labels as the safest Volvo ever from the brand that is an icon for safety.
Volvo’s campaign includes ad placement with national and targeted local cable outlets and national magazines, dedicated websites and a specialized cinema buy. There also is a so-called “experiential” national tour that allows potential customers to test the new XC60.
The XC60 features City Safety, a system that automatically stops the small CUV if it gets too close to another vehicle at speeds of up to 9 mph (15 km/h).
Volvo is conducting a tour of 141 dealers that finishes at the end of March. More than 3,000 potential customers have received demonstrations of the City Safety system so far. The 141 dealers account for more than half of the Swedish importer’s sales. Volvo has a total of 330 dealers nationwide.
The average transaction price for the XC60, which started shipping to dealers in late February, is expected to reach $38,550, without the $1,000 optional cold-climate package ordered by most customers in colder regions, says Michael Cottone, brand manager for the vehicle.
Cottone says XC60 sales should ramp up to about 1,000 units per month, with the new model cannibalizing about 15% of the demand for the bigger XC70.
Manufactured at Volvo’s Ghent, Belgium, plant, the new XC60 has the lowest base price in its segment, Cottone claims. Principal competitors are the Audi Q5, BMW X3, Mercedes-Benz GLK and Lexus RX 350.
The 5-seat Volvo XC60 comes with a free panoramic roof during the launch phase, after which it will be priced at $1,200. Also included is Sirius XM Satellite Radio service with a free lifetime subscription.