Volvo V60: press conference howlers

Dan Trent writes:
Ah, the car launch press conference. At its best a chance for clued-up execs to offer the nuggets of information above and beyond the how much/how fast/how green facts and figures supplied in the press pack. At its worst a pointless half-hour recitation of the above, delivered via an interpreter and delaying the all-important rush to the dinner table.

Volvo, however, went a bit leftfield for the V60. A stage, by a pool outside a flash Italian hotel. Thumping heavy metal to underline the point Volvo has – yeah! – kicked off its Birkenstocks and done got attitude. Or something like that.

On strides a suited gent, eyebrow cocked in a knowing manner. “Hi. I’m Dominic. And I’m going to spend the next 10 minutes of your time telling you about [insert Clarkson-esque pause and meaningful look around the bewildered audience] …the Volvo V60.”

Dominic then, clearly reading straight from the cue cards rather than some in-depth knowledge of the V60, held court, telling us such wonders as the V60 feels connected to the road by its steering wheel. Which is always good to know.

The façade slipped slightly when he fluffed his lines and referred to the V60’s saloon brother as the S-Sexy but that was an understandable Freudian slip given the alarmingly graphic pictures he’d have passed in the foyer of our ‘art’ hotel.

Dan

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Links:
First drive: Volvo V60
First drive: Volvo S60
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