Newly integrated global site will play key role in new model launch

Volvo Car Corporation will be using its newly-integrated global website as an integral part of the worldwide launch of its new S80 sedan, on 28th May.

Replacing each country's individual Volvo web site will be a new national home page accessible via the worldwide URL (www.volvo.com).

Whilst each country's page will have a common corporate design, the detailed information will reflect local model ranges and specifications, local activities such as sponsorships, news and special programmes.

Implementation revolves around a concept called the Volvo Content Management Tool, created for Volvo Car Corporation by the Swedish web design consultancy Future Factory.

According to Graeme Adam, Public Affairs Manager for Volvo Car Australia, "the synergy and savings of this approach are obvious. But the trick has been in allowing subsidiaries the freedom to express ourselves to our local markets, in our own language and idiom.

"Here in Australia, our advertising agency Euro RSCG is working with the Volvo Car Australia team and Future Factory on the content for this part of the world, using the internet to e-mail text and pictures to the web server in Sweden. Australia's Volvo range is quite distinct and reflects local purchase habits and preferences. It's the balance between local and global input that means this new approach to worldwide marketing will be effective.

"Its application will be especially obvious in supporting our global programmes such as the Volvo Ocean Race. It's also very exciting that the new worldwide web site will be a central component of the launch of the new S80 sedan, Volvo's new prestige competitor.

"At the same time, we are able to communicate news about Volvo in Australia and details about unique Australian programmes such as the Volvo Gold Card and Volvo Finance and Insurance.

"Perhaps the most valuable section of the Australian web site is the on-line 'trading post' for approved used Volvos, which matches the buyer's requirements and preferred price range with the models available at each dealer in the region selected by the buyer."

On May 28th (at 0900 Central European Time, 1700 Australian Eastern Standard Time), one of Volvo's most significant car models in its history will be launched – the S80. The Volvo internet site will play a central role in the launch, with a range of information available in various formats. A forum will allow for global exchanges on the new car and personalized private access pages will be available via password to prospective S80 owners.

According to Graeme Adam: "By the time the S80 is launched at the end of May, most of our major dealers will be linked from the Volvo Australian site to their own. And these will have the same contemporary appearance as the corporate Volvo pages."

The Australian web site also contains a link to a corporate Talkpage for communication with Volvo in Australia, and with Volvo in Sweden.

Details on Volvo's success in the Australian Super Touring series can be found by clicking on Press Centre within the Australian site.

Visit the Volvo world site on www.volvo.com.