Volvo proposed the song for the campaign and Avicii produced it with Audra Mae on vocals. It is a smoky Adele type of song and captures the aura that Volvo hopes to produce with its high end luxury SUV the XC90. To keep it local, it was filmed in Stockholm and Osterlen in south Sweden.
“We were delighted to have the opportunity to work so closely with Avicii on this campaign, as it reflects something that is happening for both Avicii and for the Volvo Cars brand. We are entering a new era – a New Beginning, as we have called the campaign. We have gone through several years of intense investment and we have refined our brand. The result is a new, more nimble and customer-responsive Volvo Cars,” says Alain Visser who is the Senior Vice President of the Sales, Marketing & Customer Service division at Volvo Car Group.
The single and video, released on Tuesday and Friday respectively, marks a new beginning for both Volvo and Avicii. Avicii is just back on the scene after taking nine months off to recoup from six years of nonstop touring. For Volvo, it marks a new direction that the automaker is going with the design of its luxury cars.
The new 2016 XC90 is a seven seat luxury SUV and is a fresh start for Volvo with its incorporation of new design and technology features that it will be implementing into other future models. One of the new technologies that the XC90 features is Scalable Product Architecture (SPA) which enhances safety and handling capabilities.
Some of its new exterior features are a larger bonnet, a more prominent iron mark that aligns with the Volvo diagonal slash on the grille, and a beltline with sharper shoulders that connect to the new rear lights. There are also T-shaped DRL lights in what Volvo calls a “Thor’s Hammer” design.
Drivers can choose between the trim levels of Momentum, R-Design, and the top of the line Inscription. All three are are equipped with new power-train technology that enhances power and fuel efficiency. This is accomplished with an all-wheel drive system that features a 2.0-liter four-cylinder Drive-E Supercharged and Turbocharged Engine and pack 316 horsepower with 295 pound feet of torque.