Posted by Stephanie Startz on October 30, 2009 06:00 PM
"But Daaaa-aadd! I wanted a Volvo XC60. It's safe, protective and foreign. Just like Edward Cullen!"
Despite the unlikelihood of tween girls worldwide stomping their feet in demand, Volvo is cross-promoting their XC60 with the Twilight franchise. Volvo has several product placements throughout the Twilight films, most notably as the preferred vehicle for lead vampire Edward Cullen.
According to Doug Speck, president and CEO of Volvo Cars of North America, the brand features heavily in character development and not just screen time, as “Volvo is central to Edward’s character in the Twilight saga."
Volvo is furthering its involvement with the franchise, with the recently launched website "What Drives Edward." Fans visiting the site can view trailers for the upcoming New Moon film, win tickets to the New Moon premiere and enter into a contest to win a Volvo XC60.
Considering that most of Twilight's die-hard fans lack driver's licenses, Volvo is sure to be targeting the mothers and fathers shuttling carpools to and from movie theaters. The brand known best for safety and reliability may be attempting to lighten their stodgy image with the sexy cast of Twilight. Perhaps Edward Cullen is the vampire women want and men want to be.
If a pasty vampire can look sexy behind the wheel of a Volvo crossover vehicle, maybe middle-aged soccer moms and dads can too.