• September 26, 2000

Volvo Cars of North America, a subsidiary of the Swedish automotive group Volvo AB, will advertise its new car, the S60, completely online.

According to The Wall Street Journal, Volvo will not be launching any television advertisements or national print campaigns, except for a couple of specialist car magazines such as Motor Trend and Car and Driver.

Volvo has signed a deal with the Internet service provider America Online Inc (AOL), which includes banner and column advertisements on various pages throughout AOL's web site. The ads will direct users to http://www.revolvolution.com, which Volvo has set up especially for the S60 campaign. AOL subscribers can also earn up to USD2,100 of free options when purchasing a new vehicle, while Volvo is also mailing out 500,000 CD-ROMs about the new vehicle.