Volvo Repurposes a Warehouse for Dealer Launch Events
To get its dealers excited about the new XC60, Volvo repurposed a warehouse in Sweden and turned it into apartments for its dealer launch events. From August to October the automaker brought 5,600 dealers from 50 countries to Sweden for two days at a time. Interactive workshops, short films and driving experiences gave dealers a host of insights to take back to their customers.
Guests enjoyed intimate dinner parties in one of four loft apartments designed to immerse dealers in the lifestyles of their target customers. Dealers also joined in four XC60 learning experiences, including an Urban Obstacles course, where professional drivers showed off the XC60. A post-lunch talk concluded the event before delegates went home, armed with a market-specific XC60 Toolkit.
Post-event questionnaires indicated an average 93 percent approval rating, and 89 percent of dealers questioned said the event would help them significantly in their day-to-day business.