NEWS: Abbott Mead wins Euro Volvo launch

Abbott Mead Vickers BBDO has won the contest to handle the pounds 40 million launch of Volvo’s new medium-range car across Europe.

Abbott Mead Vickers BBDO has won the contest to handle the pounds 40

million launch of Volvo’s new medium-range car across Europe.



Neither agency nor client were able to confirm the win but industry

sources say Abbott Mead has been awarded the task of introducing the

Volvo S4 after a pitch involving the Swedish automaker’s roster agencies

in key European markets.



The assignment represents a huge vote of confidence in the agency, which

has handled Volvo’s pounds 26 million UK account for the past 17 years

but has never before been given the pan-European launch of a new model.



Nobody at Volvo was available for comment as Campaign went to press and

Andrew Robertson, Abbott Mead’s managing director, would neither confirm

nor deny the appointment.



‘I cannot and will not comment on the future plans of any of our

clients,’ he said.



But it is understood the agency has been given the nod ahead of other

Volvo roster shops in Scandinavia, France, Germany, Italy and Spain.



A large proportion of the budget is expected to be spent on launching

the car in the UK, where sales of the S4 and its F4 estate version are

expected to top 20,000 in 1997.



The S4, unveiled at last month’s Motor Show and available in the UK from

next spring, begins a major initiative by Volvo in the fiercely

competitive family-car market and launches a strategy of unveiling a new

model every year for the next five years.



The S4, priced at between pounds 12,000 and pounds 15,000, will compete

directly against the Ford Mondeo, the Audi A4 and the BMW 3 series while

looking to steal sales from the smaller Mercedes models.



At the same time, Volvo is hopeful that the new model will further

extend its appeal beyond its core market of mature motorists and attract

younger drivers who may otherwise have gone for Rover, Ford, Vauxhall or

BMW.



The S4, developed in collaboration with Mitsubishi of Japan, is being

built in Holland and is regarded as the eventual replacement for the 400

which is expected to be phased out.



One of the tasks of the advertising will be to persuade existing 400

customers to trade up to the larger and more expensive S4.



Topics