Sweden – The car brand’s latest campaign depicts a world dominated by consumerist excess, with ever increasing mountains of packages, baying crowds of sale-mad shoppers and semi-threatening delivery drones. The spot ends with the assertion that ‘by not owning things, you are not owned by things’ and introducing the automakers new XC40 model, which is available on subscription.
‘The message might seem controversial at first,’ Louise Ahlström, project manager at Volvo Cars, told Adweek. ‘But when we look at the future of cars, we see that people are more and more looking for access instead of traditional ownership. Already today we are used to subscribing to products and services. The campaign is about conscious consumption, that we should reflect more on the things we surround ourselves with.’
Volvo is not alone in moving towards a subscription-based business model, with marques like Bentley and Cadillac announcing similar schemes last year. Read our Luxury Cars On-demand micro for more.