Word: volvo
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Dates: during 1960-1969
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Also taking a few swipes at the Big Three is Sweden's Volvo, the third largest auto importer (after Volkswagen and Opel), whose upcoming ad campaign is being handled by an even newer agency, Manhattan's Scali, McCabe, Sieves, Inc. To push Volvo, its only commercial account (approximate billing: $3,500,000), the ambitious, five-month-old agency is carrying on a Volkswagen-style campaign extolling Volvo's durability, high gas mileage, out-of-the-past lines and resistance to annual model changeovers. One Volvo ad pictures an all-paper car, which is pointedly described...
...crack the record of 614,000 sold in 1959. In the first nine months of 1966, Volkswagen spurted from 277,000 sales to 308,000, while G.M.'s "German Opel climbed from fifth place to second among imports, with sales of 25,000, followed by Sweden's Volvo, Britain's MG and Japan's Datsun. The Japanese cars are rising fast: Toyota is now the second best-selling import in California, where the Japanese are driving hard prior to a nationwide push, and Honda will soon introduce...
...padded dashboards and emergency flasher lights. The Europeans, too, are offering disc brakes, recessed knobs and fixtures, both front and rear safety-belt anchorages, plus such equipment as impact-absorbing bodies (France's Renault and Britain's Rover 2000) and built-in roll bars (Sweden's Volvo). Nonetheless, to judge from the reactions of the crowds that visited the Paris auto show last week, speed and styling were far more important than safety. Among the new models...
...ever familiar "Let Hertz put you in the driver's seat" theme. Some of his cur rent campaigns have clearly been influenced by soft-selling Doyle Dane Bernbach, which developed Avis' underdog* theme. Among Ally clients are Horn & Hardart ("no frills"), Tensor Lamp ("little me") and Volvo ("small but tough"). Ally, however, insists that he is an adherent of no particular school: "I intend to anticipate the next cycle and be a forerunner as Doyle Dane has been most recently...
Into East Europe's, shaggy capitals each day come scores of eager and secretive men from Western Europe. They are businessmen who have found that it pays to do business with the Communists. Their credentials are impeccably blue chip-Krupp, Volvo, Renault, Imperial Chemical Industries. By day, they hustle off to talk trade with ministers, plant managers and bureaucrats. By night, they cluster in the crowded bars and dining rooms of the hotels frequented mostly by foreigners: Warsaw's Bristol, Prague's Alcron, Bucharest's Athénée Palace. More than at any other...