Volvo Cross Country - The Get Away Car
March 2017
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Volvo Cross Country - The Get Away Car
Rediscover your passion for adventure and escape the mundane in the Get Away Car

Volvo wants to reignite the love of adventure that lives within us all—spreading its encouraging message through its new campaign for the V90 Cross Country.

The impetus for this campaign was an international research study conducted by Volvo Cars, which showed that globally, six out of ten people want to spend more time pursuing outdoor activities, with hiking, running and cycling ranking as the most popular activities. The study also uncovered that many people felt unable to prioritize their hobbies, and 68 percent of those felt that work takes up too much of their lives.

“Most of us reach a point in life when we choose a career over being a ski bum or a surfer,” says Thomas Andersson, Vice President Global Marketing, Volvo Car Group. “For some people this can mean losing their sense of adventure as they settle into a comfortable life.”

So Volvo set out to create a campaign that could galvanize people to rediscover their forgotten hobbies. Volvo looked to late British philosopher Alan Watts for inspiration, using his passionate and inspiring words from his iconic 1959 “Live Fully Now” speech as the backdrop of the campaign, positioning the V90 Cross Country as the Getaway Car—a vehicle that can help people seize the day and get out into the wide world.

The V90 Cross Country offers exceptional interior storage capacity for all the gear that supports your athletic endeavors and other hobbies, and its convenient rear and roof rack systems make it easy to travel with the surfboards, kayaks and bikes that you pull out of storage after listening to Watts’ inspiring words.

“Without clichéd images of rural terrain or off-road capabilities, the V90 Cross Country is presented as The Get Away Car; a perfect enabler that helps people get away from their busy lives to reach that much-sought-after work-life balance,” says Thomas Andersson. “This campaign reminds us that now is the time to reconnect with the people and passions we love so much and to live our lives to the fullest.”

To see the video for yourself, visit

This article is presented by Kundert Volvo in Hasbrouck Heights and Englewood, NJ.

Published by Kundert Volvo Cars
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