May 23, 2012
Hold on. Before you buy a new Audi, Fiat or BMW, take a look at a Volvo. Never mind the style and engineering. They’re giving away vacations.
Sound like one of those annoying TV ads? Hyperbolic. Too good to be true. Appended by fine print that makes the deal a loser.
In this case the offer is as sound as a Volvo, made to safely handle the ice and snow of the homeland.
The carmaker’s Overseas Delivery Program is for people who buy Volvos directly from the factory in Gothenburg, Sweden, where Volvos have been produced since 1927. Along with free shipping of the vehicle to a U.S. dealer, purchasers get two round-trip plane tickets to Sweden on Scandinavian Airlines and a one-night stay at a hotel in Gothenburg, giving them time to tour the Volvo Museum, where visitors learn that the brand’s name means “I roll” in Latin and that since 2010 it’s been owned by Geely Automotive, headquartered—where else?—in China. Gothenburg also has a city museum with Sweden’s only surviving Viking ship and some of the freshest seafood in Europe.
Once you get your car, which comes with European vehicle registration and insurance, you’re free to hit the road along the west coast of Sweden with its fishing villages, traditional folkways and scattering of islands. There’s Marstrand, guarded by 17th-century Carlsten Fortress, black dolomite-fringed Gullholmen and wild Hallo, where people who can tolerate cold water swim and snorkel.
Or you can head south over the Oresund Bridge to Denmark, the gateway to mainland Europe, driving the autobahn to Berlin, back roads in France, even over the Alps to Italy. Great destinations, all of them, especially in a new car. If you return the vehicle when you’re done to the Volvo factory in Gothenburg, shipping back to the U.S. is free, though a fee is charged from Amsterdam, Paris, Madrid and other drop-off points across the continent.
When I heard about the plan, I couldn’t figure out why the company would make such a generous offer. But it turns out to be a good deal for Volvo, too. “Our Overseas Delivery customers are among the best ambassadors we have for the brand,” U.S. manager Anders Robertson told me. Moreover, it saves the company money by not tying up capital while a car sits on the lot waiting for purchasers.
Too bad I’m not in the market for a car. But I may go window-shopping at a Volvo dealership, where I’ll ask a few questions about standard features before taking a seat behind the wheel, not for a test drive, but to fantasize about a trip to Europe.