Photo: Volvo Cars
Jay Leno entertained the crowd while some 300 Volvo owners, executives, retailers and others would admire an unprecedented collection of both new and historic cars. Among esteemed Swedish-made contraptions, the 1967 P1800S driven by Roger Moore in hit sixties’ television series “The Saint” was also there.
It sounds like we just missed a great party (and now we’re making a long, sad face) this weekend, namely on Saturday. It’s when Swedish automaker (currently an owned subsidiary of Zhejiang Geely Holding Group in China) celebrated 60 years of presence in North America. And what better way to do that than party like a Hollywood star?
We’re talking about a particular gathering of celebrities and vintage cars that took place at Paramount Pictures Studios in Hollywood last Saturday night. Jay Leno would pull the jokes, while both classic and new Volvo cars would be in the spotlights. Notable cars on display included a 1928 Volvo PV4, which is the company’s first covered car; a 1955 Pv444, the first Volvo exported to the U.S.; and the all-new XC90 sport utility vehicle.
But the Swedish carmaker had more in their marketing toolkit than the collection of cars. Guests explored Volvo’s line-up by visiting a series of Volvo-branded shops created in the facades on Paramount’s City Streets backlot. What does that exactly mean, you ask?
According to a press release you can consult below, in the Volvo Cars Art Gallery, for example, there was a collection of Julius Shulman-inspired photos starring Volvos past and present taken recently by Ann Street Studios at iconic locations around Los Angeles, where the very first Volvo was imported in 1955. Shulman was an American architectural photographer whose work spread California mid-century modern around the world.
“Volvo has had a special place in many Americans’ hearts for generations,” said Lex Kerssemakers, President and CEO, Volvo Cars of North America. “Maybe they grew up riding in a Volvo, or were saved by one, or perhaps they learned to drive in one. Whatever the case, we are celebrating those experiences and now our version of luxury for generations to come.”
We’re talking about a particular gathering of celebrities and vintage cars that took place at Paramount Pictures Studios in Hollywood last Saturday night. Jay Leno would pull the jokes, while both classic and new Volvo cars would be in the spotlights. Notable cars on display included a 1928 Volvo PV4, which is the company’s first covered car; a 1955 Pv444, the first Volvo exported to the U.S.; and the all-new XC90 sport utility vehicle.
But the Swedish carmaker had more in their marketing toolkit than the collection of cars. Guests explored Volvo’s line-up by visiting a series of Volvo-branded shops created in the facades on Paramount’s City Streets backlot. What does that exactly mean, you ask?
According to a press release you can consult below, in the Volvo Cars Art Gallery, for example, there was a collection of Julius Shulman-inspired photos starring Volvos past and present taken recently by Ann Street Studios at iconic locations around Los Angeles, where the very first Volvo was imported in 1955. Shulman was an American architectural photographer whose work spread California mid-century modern around the world.
“Volvo has had a special place in many Americans’ hearts for generations,” said Lex Kerssemakers, President and CEO, Volvo Cars of North America. “Maybe they grew up riding in a Volvo, or were saved by one, or perhaps they learned to drive in one. Whatever the case, we are celebrating those experiences and now our version of luxury for generations to come.”
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