Why Volvo created a Truck Tower

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These four trucks represent about two thirds of Volvo Trucks’ deliveries.

2100 service points in 130 countries with an assembly line reaching across 14 countries having delivered almost 131,000 Volvo trucks across the world, when you launch a new product, people will sit up.

It’s one thing to release a new vehicle product, but even more of a colossal effort to launch four simultaneously effectively replacing an entire heavy duty range!   The truck tower speaks metaphorically too as it enters the industry reasserting its dominance amongst many businesses that rely on its fleet to move their goods.

The unusual film is a completely different approach to previous launches and coincided with the launch of Volvo FH, Volvo FH16, Volvo FM and Volvo FMX.  It’s set in the dead of night and starts by showing the truck tower as a huge monolith glowing in the distance.  As it moves forward, we see wolves in the foreground and catch a glimpse of a female driver.  As the film reaches its climax, complete with smoke and lighting effects, we see that the man standing on top of the truck tower is actually Volvo Trucks’ president Roger Alm.


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