Volvo targets younger buyers with `edgy' new-model work

Halliday, Jean
July 1999
Advertising Age;7/12/1999, Vol. 70 Issue 29, p54
Trade Publication
This article reports on an advertising campaign targeted at younger consumers planned to launch by Volvo Cars of North America for its new S40 sedan and V40 wagon as of July 12, 1999. The company is planning to spend $25 million on launch advertising for the cars. The new vehicles are a crucial part of Volvo's plans to attract younger buyers. According to Bob Austin, director of marketing communications at Volvo, the company will target prospects about 30 years old who have the same mind-set as Volvo owners of today--self-assured, highly directed and intellectual.


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