• by Tanya Gazdik , July 25, 2025

To celebrate 70 years in the United States, Volvo Cars is launching a user-generated storytelling campaign and offering consumers a chance to win an electric Volvo EX90.

This campaign blends emotional brand storytelling with product exposure and user-generated content. It was developed and led by Volvo’s internal team, according to a spokesperson. Longtime U.S. agency Grey was not involved.

The “My Volvo EX90 Story” sweepstakes to win one of three custom-configured EX90s runs through Sept. 8 by entering at  www.MyVolvoEX90story.com.

Other key elements include a social media tool for fans to generate shareable “Volvo story” graphics with retro branding, and a microsite showcasing retailer, employee, and customer stories across seven decades.

Creative includes a longform video featuring some of the founding dealers. 

Long-form versions of these stories and others will premiere over the coming weeks, leading up to the 70^th anniversary this September.

The goal of the effort is to honor the people who have been a part of  Volvo’s journey and helped shape the brand, says Luis Rezende, president, Volvo Car Americas. 

“This celebration is not just about where we’ve been but about honoring the people who’ve been with us along the way, and where we’re going next,” Rezende says in a release. 

The social media generator invites visitors to use the highlights of their own Volvo story to generate a personalized anniversary post using digital bumper stickers inspired by Volvo Cars’ legacy in the United States, from groundbreaking safety innovations to everyday adventures.