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Staid carmaker uses Xbox games, hip-hop to woo under-40 set
Volvo Cars of North America Inc., known for staid styling and safety, is taking a walk on the wild side in marketing its redesigned S40 sedan.
Volvo hopes to build on its current sales tear. It wants to lure twenty-and thirtysomething buyers by tying in with Microsoft's Xbox game station and Virgin Records. It also is creating commercials with hip-hop band Dilated Peoples and music-video director Dave Myers.
The Ford Motor Co. brand's strategy is to win buyers with a median age of 35.
"Two elements that are culturally relevant (to this target) are music videos and video...