Volvo Cars signed world famous Swedish artist/producer Avicii for their New Beginning campaign. The video will be released online tonight European time.
Volvo makes a run for the younger car buyers with a new campaign featuring Swedish DJ and producer Avicii. The New Beginning video features a reworking of the classic song Feeling Good. Filmed on location in Stockholm and Osterlen, southern Sweden, the video visits places of personal significance for Avicii and tells his own story of renewal, following several years of hard touring. The video also features members of his family and close friends.
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“In the past six years I have been on a never-ending tour, apart for the last nine months during my time-out. I did around 325 shows in a year with traveling on top of that. It couldn’t continue. In the end I had to re-evaluate my situation and change my lifestyle. Sweden is an important place to me, it’s where I gather my strength and energy with family and friends. This whole process of re-evaluation and renewal is what Volvo encouraged me to visualize in the video. I think we did a great job together,” said Avicii.
The song Feeling Good was initially picked as a proposal by Volvo Cars. The arrangement has been produced by Avicii, with Audra Mae on vocals.
“It’s great to work with Audra Mae again. She has a powerful and emotionally charged voice and is steeped in the folk and country music traditions. She most recently worked with me on the True album, taking some of her first steps into electronic music with the track Addicted To You. Audra’s soulful delivery breathes new life into this classic track. I’m very pleased with the result,” said Avicii.
The Volvo's Avicii video features the new XC90.
“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,” said Alain Visser, Senior Vice President Sales, Marketing & Customer Service at Volvo Car Group.
The Volvo Cars’ and Avicii’s new video goes live on today at 20:50 CET on Youtube here.
Volvo Cars is doing quite well again. For the full year 2014, global sales reached a record 465,866 cars, an increase of 8.9% versus 2013. The company also turned a 17% higher profit with $272 million than in 2013. Volvo is investing heavily to reach the goal of 800,000 sold cars per year in 2020. The popularity of luxury SUVs helps Volvo's success right now. The company has high hopes on the new 2016 Volvo XC90.
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The 2016 Volvo XC90 starts at $48,900 MSRP. The XC90 runs on a 4-cylinder engine with 316HP that with a low 25MPG on the Highway. There is also a hybrid version with the XC90 T8 Twin Engine.