New Volvo V90 marketing features Sweden's football legend Zlatan Ibrahimovic

The marketing campaign for the new Volvo V90 stars footballer Zlatan Ibrahimovic

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The new Volvo V90 – Volvo’s premium estate car – will get its marketing launch this weekend and will feature Swedish footballer Zlatan Ibrahimovic.

It’s become clear that Volvo are prepared to plough their own furrow to achieve proper ‘premium’ car status, and on the evidence so far they’ve got it completely right.

The new Volvo XC90 is, in many ways, the best premium SUV you can buy, the new V90 and S90 take the best of the XC90 and move it in to saloon and estate form, and the concepts for the new XC40 and S40/V40 look to be just as convincing as their bigger siblings.

But creating great cars isn’t just about ‘Build them and they will come’, it’s about getting the message out there that something special is on offer, and that’s just about to start for the new Volvo V90.

Interestingly, Volvo has decided that their new marketing campaign for the V90 will feature Zlatan Ibrahimovic, a name that may not be familiar unless you’re a football fan.

But in Sweden, Ibrahimovic is perhaps bigger than the game itself, something of a national hero for his footballing exploits but nevertheless an edgy character with strong opinions and a love – just like our own David Beckham – of extensive body art.

So we get the message from Volvo that the new V90 isn’t necessarily aimed at the country set in tweed and wellies, but is an edgy, individual with strong character.

In fact, Volvo’s Anders Gustafsson managed to evoke memories of Reggie Perrin’s boss when he said:

The campaign is a celebration of the independent mind, of the power that lies in the ability to think differently. There are many similarities between Zlatan’s and Volvo’s journeys. We haven’t got to where we are now by doing the same as everyone else.

We can’t argue with Ander’s comments – Volvo has proved they’re a real force, with great cars and an independent take on what constitutes ‘premium’ – and although the campaign with Ibrahimovic will resonate more in Sweden than the UK, we’re sure it’ll be effective.

You can catch the new campaign from Bank Holiday Monday (30 May 2016) at 7.15pm.