Highway robbery

California – A roadside installation by Volvo used power generated by passing traffic to charge its latest hybrid vehicle.

• Volvo is using its installation to place its hybrid vehicles into a wider conversation about the environment
• A digital sign thanked each passing vehicle for its contribution with a personalised message

To promote the launch of its new hybrid XC90 T8 truck, Volvo installed a special energy-capturing surface on a stretch of Californian highway that charged the vehicle.

The car brand worked with ad agency Grey New York to create the installation, which featured a peristaltic pump placed over the highway that generated electricity whenever cars passed over it. This was used to power an adjacent charging station attached to the XC90 T8 truck. Sensors connected to a digital display analysed the colour and model of each passing vehicle and thanked them for their energy contribution with a personalised message.

‘Highway Robbery is yet another way we are able to showcase our thinking, not just about our cars, but how they can affect the world around them. We are posing big questions as we seek out new, fresh ways about how and where we can enable the future of driving,’ said John Militello, director of marketing at Volvo Car USA.