(from Volvo Press Release)
Volvo Cars of North America, LLC (VCNA), is continuing its walk on the
wild side. This time, it's pop art in the driver's seat as the all-new
Volvo V50 receives a makeover from world-renowned artist Romero Britto.
The result is a very different special edition vehicle. And, it's all
for a good cause.
Romero Britto's style is neo-pop cubism, an intricate weave of pop art
and neoteric cubist interpretation. His art has a unique combination of
rich and bright colors, daring patterns and heavy outline. Add to that a
sense of whimsy and you have a style that communicates a sense of
spontaneity that is compellingly playful. Romero Britto's art is a
representation of life, celebrated through vibrant colors.
That representation of life fits Volvo Cars perfectly as the Volvo brand
is about the protection and celebration of life. Even Volvo's tag line
is "for life." And, the all-new Volvo V50 is a premium activity
sportswagon for those who have a "large capacity for life." Most wagons
are known for just how much you can put into them, but the all-new Volvo
V50 will be known for how much life you can get out of it as well!
Romero Britto and Volvo are both large supporters of the charity Best
Buddies. Best Buddies is a non-profit organization dedicated to
enhancing the lives of people with intellectual disabilities by
providing opportunities for one-to-one friendships and integrated
employment. This special edition Volvo V50 will be auctioned off later
this year, with the proceeds benefiting Best Buddies.
"With this special edition all-new Volvo V50, we are continuing the
unique marketing campaign that we started with the all-new Volvo S40,”
says Thomas Andersson, VCNA Executive Vice President of Marketing. "It's
about creating an unexpected, yet credible message. The theme we have
chosen is pop culture. We are going from music videos and videogames to
pop art," And, it's a win-win situation to do something unique that
won't only bring attention to the all-new Volvo V50, but also help
support Best Buddies, our charity of choice."
Romero Britto has a significant following and presence in the United
States, Europe and Asia. He is originally from Brazil and started his
artistic career painting images on scraps of cardboard and newspapers.
At age 14, he had his first public exhibition. These days Britto's
artworks are worth a smaller fortune. He has painted everything from CD
covers, to dinnerware, to bikinis and murals. Britto even has a line of
fragrances.
The all-new Volvo V50 is the latest new vehicle from Volvo. It's a
totally new five-door model with aggressive lines, intelligent design
solutions and a flexible interior. The main idea behind the vehicle is
VIVA – Volvo's Intelligent Vehicle Architecture. VIVA is a new approach
that delivers class-leading safety, vibrant design and style, with an
exhilarating driving experience. The all-new Volvo V50 is a genuine,
premium sportswagon with characteristics that appeal to people who are
young at heart and have a passion for life. These customers set
demanding standards when it comes to both design and functionality. The
emphasis of this vehicle is therefore vibrant design and a sense of
sportiness, with a bonus in the form of practical details and extra
luggage space.
VCNA, part of the Volvo Car Corporation of Gothenburg, Sweden, provides
marketing, sales, parts, service, technology and training support to
Volvo automobile retailers in the United States, Canada, Mexico and
Puerto Rico.
The 2004 Volvo automobile line includes the all-new Volvo S40, XC90, the
sporty S60 sedan - including the award-winning performance sedan – S60 R
and its performance wagon counterpart – V70 R, the flagship S80 luxury
sedan, the versatile V70 wagon and rugged XC70 (Cross Country), the C70
convertible, and the compact S40 and V40 models.
