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<B>Source:<I>AutomotiveNews.Com</I></B><P><B>Septemeber 11, 2001</B><P><B>Volvo Spot Breaks Some Rules!</B><P> <IMG SRC="http://www.autonewseurope.com/frankfurtart/volvoad.jpg"> <P>Bill Britt<BR>Automotive News Europe<P> <BLOCKQUOTE><font size="1" face="Verdana, Arial">quote:</font><HR>In a highly unusual marketing move, Volvo is advertising a concept car using a TV commercial and print campaign targeted at the 1 million people expected to attend the Frankfurt auto show. Volvo claims the 30-second TV spot first shown Monday is the first pan-European TV commercial featuring a car that will never actually be built. Unlike some concept cars on display at Frankfurt, the Safety Concept Car - first shown at the Detroit auto show in January and later at Geneva - is not just a styling exercise but a test for advanced future safety technology.<P>"One of the rules of automotive advertising is that you never actively promote a vehicle you're not going to make and sell. The Volvo Safety Concept Car has already broken the rules of what a concept car should be, so we were delighted to follow suit and break a few rules of our own," says Chris Donkin, managing director of MVBMS Fuel Europe, Volvo's global advertising agency in Amsterdam, the Netherlands. The concept car's safety features include rear-facing cameras in the side mirrors to give the driver an image of the area behind the car on the info display; an alert that sounds when a car enters the driver's blind spot; forward-facing cameras to check the car's road position; and an external airbag to help reduce injury in an impact with a pedestrian.<P>Peter Rask, vice president of global communications for Volvo Car Corp., says: "This campaign perfectly expresses the innovation, confidence and challenge behind the Volvo Safety Concept Car when it says: 'This is not a car ... It's a wake-up call for an entire industry.'" During the Frankfurt show, the TV commercial will run in specific automotive programming across Europe on CNN, EuroNews and BBC World. A double-page advertisement in the Monday issue of Newsweek supports the TV activity. This appears in the middle of an editorial feature on the automotive business in general and the Frankfurt show in particular. As part of the deal, Newsweek also will distribute 1,000 promotional copies with a Volvo wraparound in business-class lounges at Heathrow and Frankfurt airports and on British Airways flights between the two airports. Press advertising also will run in the new German language edition of the Financial Times. Donkin would not say how much is being spent buying advertising airtime and print space.<HR></BLOCKQUOTE><P>-Drew
 

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I am here at the show. I picked up a European version of Newsweek or one of those mags in the hotel lobby and there was a two page advertisement in it. <P>I have been told that a second SCC is in the works, one that will be more driveable. Knowing that, I wonder how close the car is to a 30 40 or 50 series.
 
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