So, as a convinced Saab driver, I was suddenly an advertising copywriter for Volvo and tried in the most creative advertising agency in Switzerland to bring the local sales figures from less than 5000 units per year to the targeted 7500. But how do you do it? In Sweden it was the case that the conservatives were more likely to drive Saab (a man named Ove sends his regards) and the progressives were more likely to drive a Volvo.
In Switzerland it was exactly the opposite. There is hardly a Volvo driver without a beard, hat and dog. And this long before beards, hats and dogs were considered hip.
The most exciting thing about working for car brands is why people prefer certain car brands, love them more than anything and stay loyal to them for a lifetime, and not drive around with other car brands for a lot of money. You can learn a lot about psychology and expand your knowledge of human nature.
I still claim today that after five minutes of talking to a complete stranger, I can almost certainly say that he drives for a make of car. If you have a mullet hairstyle, a tanned complexion and white shoes before!
One of the main arguments against buying a Volvo back then was the ugly word Swedish tank. For many years, Volvo was heavily advertised with the quality and thickness of the Swedish steel that was used for the body. The average age of the Volvos enrolled in Switzerland was an impressive 20,7 years in the early XNUMXs.
But just, most of them didn't want to drive a car for more than two or three years and such arguments didn't count for much. And Swedish tanks again and again. Interestingly, in the meantime these people have all been driving around with giant SUVs that are much more likely to deserve the swear word "tanks".
The pictures show some of the advertisements for Volvo from the early 90s. No image campaign, but although there were actual sales advertisements, the Volvo philosophy was always noticeable. Unfortunately, I have no more pictures of two of the most beautiful advertisements.
One of the headlines for Volvo leasing was: If you can't buy a Volvo, you could lease one! And to the picture of a humpback Volvo: Your new Volvo will look this beautiful in 20 years! I still think it's not that bad. Or?
One more note on the Volvo 240 Classic ad. The advertisements for the last 240s built as a Classic Edition meant that the series rolled off the assembly line a year and a half longer than planned. So numerous were the orders for this indestructible classic, many of which are still in service today.
Text and pictures: Gigi