British International Motor Show Exceeds Volvo Targets (2006)

For Volvo, the British International Motor Show, currently taking place at London’s ExCeL, is exceeding all expectations with sales enquiries, test drive requests and off-road passenger rides well ahead of figures achieved at the last UK show at Birmingham’s NEC in 2004.

One week into the show and Volvo has already achieved its targets for sales enquiries and test drive requests, while the Adventure Land outdoor attraction has proved particularly popular with over 5,200 people going for a ride to experience the 4x4 abilities of the refreshed XC90.

"There is a great atmosphere at the show and everyone seems to like its manageable size, convenient relaxation areas, value and the opportunity for outdoor and evening entertainment," commented Volvo’s PR and Events Director, John Lefley. "With the all-new C70 and S80, plus the cool C30 Design Concept, on our stand, we expected a high level of interest from show visitors but this has exceeded our expectations, given the new time and venue," he continued.

The appearance of the C30 Design Concept on the Volvo stand has also created an opportunity for Volvo to host a meeting at the show with its creative agencies to prepare marketing communication plans for the new Volvo C30 which is due to arrive in showrooms at the turn of the year.

With five more days to go before the show ends, Volvo is expecting the high levels of interest in the show and the latest Volvo range to continue.

Published 27 July 2006 Melanie Carter

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