Volvo Cars and Artist & Producer Avicii Feeling Good About the Future

Volvo Car Group

Volvo Cars and Artist & Producer Avicii Feeling Good About the Future


GOTHENBURG, Sweden, Apr. 30 / PRN=KYODO JBN / --

    Collaboration sees the Swedish partners embark on 'A New Beginning'

    - New Volvo Cars Brand Campaign features Swedish artist & producer Avicii

    - Rework of classic Nina Simone song Feeling Good

    - Campaign celebrates the rebirth and renewal of the Volvo Cars brand

    Volvo Cars and Swedish artist & producer Avicii announce a creative

cooperation to celebrate their Swedish roots with a new recording and music

video, due for global release on May 8th. The collaboration will form the basis

for a global brand campaign entitled 'A New Beginning'.

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    Stockholm-born Avicii, 25, has made a huge impact in the world of music in

recent years, and is renowned for being one of the world's top DJs, remixers

and record producers. With a shared Swedish heritage, Volvo Cars and Avicii are

now both entering a new phase in their existence.

    "The Volvo Cars brand is on the ascendant, just as Avicii is, with a

growing global audience. We thought there would be no better way to celebrate

our heritage and passion for life than to work together to produce something

special that reflects who we are and what matters to us," said Alain Visser,

Senior Vice President Sales, Marketing & Customer Service at Volvo Car Group.

    The song chosen for the collaboration, Feeling Good, a classic track

recorded by Nina Simone 50 years ago, has been given new life with Avicii's

production. He has added new vocals, infectious beats and the catchy melodic

treatment that has thrilled millions of jubilant fans at festivals and clubs

around the world.

    "I've loved the song for a long time. It's one of the best songs ever

written. It's just timeless to me. I've been a big fan of Nina Simone, Etta

James and that kind of sound for a very long time. So when I found out that was

the song that Volvo Cars wanted in the music video I was really excited and

happy to do something with it. I wanted to create something new, and at the

same time stay true to the original," said Avicii.

    The beautifully shot video for Feeling Good was filmed in Stockholm and

locations personal to Avicii such as Osterlen in Sweden, where he and his

family spent their summer vacations. Avicii and his team had full creative sign

off on the final video and created and approved the storyline together with


    "It was important to me that if we did something together it would be new

and unique, that it was a longer term global cooperation from both sides and

that it would completely align with our brands in both a credible and creative

way. Everything you see in the video is true to the Avicii brand. Volvo Cars'

lead tagline is 'A New Beginning' and that is a theme we share with Volvo,"

said Ash Pournouri, founder of At Night Management, whose vision and creative

guidance brought Avicii to worldwide acclaim.

    The Volvo Cars brand has earned a well-deserved reputation for safety,

environmental care and quality since the company was founded in 1927. In recent

years the company has begun an important brand transformation process building

on these important values. The result is a fresh look at what a luxury car

maker can offer its customers: a uniquely tailored car experience that actively

enhances life as well as protecting it.

    "As we embark on the most exciting product launch plan in the history of

our company, we thought this is the perfect moment to launch a brand campaign

focussing on the essence and uniqueness of the brand. This initiative forms

part of our new Volvo Way marketing strategy which we announced recently.

    This is why the campaign is called 'A New Beginning'. It's about

celebrating who we are and who we aspire to be. It's about people making the

most of their lives," added Alain Visser.

    The new campaign will be closely followed by focused PR and marketing

campaign around the Volvo XC90.

    Volvo Car Group in 2014

    For the 2014 financial year, Volvo Car Group recorded an operating profit

of 2,252 MSEK (1,919 MSEK in 2013). Revenue over the period amounted to 129,959

MSEK (122,245 MSEK). For the full year 2014, global sales reached a record

465,866 cars, an increase of 8.9 per cent versus 2013. The record sales and

operating profit cleared the way for Volvo Car Group to continue investing in

its global transformation plan.

    About Volvo Car Group

    Volvo has been in operation since 1927. Today, Volvo Cars is one of the

most well-known and respected car brands in the world with sales of 465,866 in

2014 in about 100 countries. Volvo Cars has been under the ownership of the

Zhejiang Geely Holding (Geely Holding) of China since 2010. It formed part of

the Swedish Volvo Group until 1999, when the company was bought by Ford Motor

Company of the US. In 2010, Volvo Cars was acquired by Geely Holding.As of

December 2014, Volvo Cars had over 25,000 employees worldwide. Volvo Cars head

office, product development, marketing and administration functions are mainly

located in Gothenburg, Sweden. Volvo Cars head office for China is located in

Shanghai. The company's main car production plants are located in Gothenburg

(Sweden), Ghent (Belgium) and Chengdu (China), while engines are manufactured

in Skovde (Sweden) and Zhangjiakou (China) and body components in Olofstrom


    The descriptions and data contained in this press material (release) apply

to the international model range of Volvo Car Corporation. Specifications may

vary from country to country and change without notice.

    Stefan Elfstrom

    Media Relations Manager

    Corporate Communications

    Volvo Car Corporation

    Dept. 50250/PVH50



    Telephone +46-31-3251878

    Note to Editors:

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SOURCE: Volvo Car Group