Volvo Blasts from the Past, in Hollywood Style

by Keith Morgan on Thursday, November 5th, 2015

Volvo’s 60th anniversary celebration, celebrated in Hollywood, California.

Swedish automaker Volvo celebrated 60 years in North America with a special gathering of celebrities and vintage cars at Paramount Pictures Studios in Hollywood.

Comedian and vintage Volvo owner Jay Leno entertained a crowd of more than 300 Volvo owners, executives, retailers, and media amongst an unprecedented collection of new and historic Volvo cars, live music, and Scandinavian fare.

Notable cars on display included a 1928 PV4, Volvo’s first covered car; a 1955 PV444, the first Volvo exported to the U.S.; the 1967 P1800S driven by Roger Moore in the hit sixties’ television series, “The Saint”; and the all-new, award-winning XC90 sport utility vehicle.

Guests explored Volvo’s past and future by visiting a series of Volvo branded shops created in the facades on Paramount’s City Streets back lot.

In the Volvo Cars Art Gallery, for example, 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.

Guests perused the collection of vintage Volvo advertisements in the Volvo Cars History Museum, and in the Bowers & Wilkins Listening Room, audiophiles appreciated the high technology powering the 19-speaker, 1,400-watt entertainment system available in the all-new XC90 sport utility.

“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.”

Volvo Cars is benefitting from a recent investment of $11billion that is being used to develop an entirely new lineup of luxury vehicles. The company has experienced nine months of consecutive year-over-year growth and is aiming to increase sales to 800,000 cars globally in the medium term.