Press release
Source: Volvo
When Volvo Cars launches a new car, an identical copy is released on a much smaller miniature-car scale. For the first time ever, a Volvo concept car is now also available as a miniature model.
“With the Volvo S60 Concept and our other model cars, we create increased brand familiarity and reach out in a different way,” says Yvonne Hall Tobiasson, manager of Merchandise and licensing at Volvo Cars.
Volvo model cars of various sizes, models and variants have been around since the 1940s. However, it was only with the launch of the Volvo XC90 in 2002 that the new strategy was established: every time a new car model is launched, an exact copy in two colours will also be released in 1:43 scale.
“We have licence agreements with about 40 external suppliers. We sell the right to use our brand. This gives us income via the royalties we receive. This is part of our strategy for creating profitable new business for the company,” explains Yvonne Hall Tobiasson.
Among the licence-holders are well-known model-car manufacturers such as Hongwell, Welly, Mattel and Majorette. Their head officers are in Hong Kong and their production facilities are located in China.
The Volvo C70 and Volvo C30 are among the best-selling models to date. 24,000 Volvo C30s and 17,000 Volvo C70s have been sold via Volvo’s own channels. The Volvo XC60 which was unveiled in 2008 has already reached sales of 16,000.
The process of creating the model cars is extremely precise and takes place in cooperation with Volvo Cars’ design department.
“The miniature models have to have the same colours, shapes, designs, interiors and fit precision as their larger counterparts,” says Yvonne Hall Tobiasson.
Source: Volvo
When Volvo Cars launches a new car, an identical copy is released on a much smaller miniature-car scale. For the first time ever, a Volvo concept car is now also available as a miniature model.
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| Volvo XC60 radio-controlled |
“With the Volvo S60 Concept and our other model cars, we create increased brand familiarity and reach out in a different way,” says Yvonne Hall Tobiasson, manager of Merchandise and licensing at Volvo Cars.
Volvo model cars of various sizes, models and variants have been around since the 1940s. However, it was only with the launch of the Volvo XC90 in 2002 that the new strategy was established: every time a new car model is launched, an exact copy in two colours will also be released in 1:43 scale.
“We have licence agreements with about 40 external suppliers. We sell the right to use our brand. This gives us income via the royalties we receive. This is part of our strategy for creating profitable new business for the company,” explains Yvonne Hall Tobiasson.
Among the licence-holders are well-known model-car manufacturers such as Hongwell, Welly, Mattel and Majorette. Their head officers are in Hong Kong and their production facilities are located in China.
The Volvo C70 and Volvo C30 are among the best-selling models to date. 24,000 Volvo C30s and 17,000 Volvo C70s have been sold via Volvo’s own channels. The Volvo XC60 which was unveiled in 2008 has already reached sales of 16,000.
The process of creating the model cars is extremely precise and takes place in cooperation with Volvo Cars’ design department.
“The miniature models have to have the same colours, shapes, designs, interiors and fit precision as their larger counterparts,” says Yvonne Hall Tobiasson.
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| Volvo S60 Concept car |