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Irvine, CA -- Volvo Cars of North America, LLC, today announced the U.S. launch of a website designed to showcase the automaker's concept cars and the unique approach that Volvo takes in designing and building its vehicles. The site, Concept Lab Volvo ( www.volvocars.com/conceptlab ), debuts on the Internet on Friday, January 4.

The site allows car enthusiasts to explore the creation, features styling, and philosophy behind three of Volvo's recent concept cars; the Safety Concept Car, the Performance Concept Car and the Adventure Concept Car. The launch of Concept Lab Volvo coincides with the North American International Auto Show in Detroit, during which Volvo will debut its first-ever SUV, the Volvo XC90. The Volvo XC90 is the fully-evolved production version of the Adventure Concept Car.

At Concept Lab Volvo, enthusiasts can explore each of the featured concept cars, and discover the imagination and innovation behind each feature. In addition, comments from Volvo designers and strategists give insights into the approach behind each vehicle. The "Forum'' section of the site allows enthusiasts to register their opinions and submit questions about the Concept Cars. They have the option to submit their email addresses for updates and special information about Volvo and its products.

In later phases of the website, which will constantly evolve, there will be additional content pages and added interactive features, all aimed at satisfying car enthusiasts' appetite for fresh, engaging information. Additional concept cars from Volvo will be featured, as will events at which enthusiasts can participate in Volvo's concept car experience in person. In order to make Concept Lab Volvo a global presence for Volvo, the site will be launched in a variety of languages later this year.

"This initiative marks another interactive innovation for Volvo,'' said Phil Bienert, Manager of CRM, e-Business and Future Product Strategy for Volvo Cars of North America. "From the first digital launch of a car in 2000 to the first multi-platform interactive television promotion in 2001, Volvo has dedicated itself to harnessing new technology. The aim this year is to continue building relationships with consumers by giving them information and experiences they can't find anywhere else, and letting them to react to it.''
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