Volvo XC40 Global Marketing Campaign: ‘My Favourite Things’ (+ video)

The global marketing campaign for the new Volvo XC40 kicks off today – with more than 20,000 orders already place – promoting Volvo’s new ‘Subscribe’ scheme with ‘My Favourite Things’.

The new Volvo XC40 is already proving to be something of a hit for Volvo, with the new compact SUV – built on the new CMA platform – already banking more than 20,000 orders.

Not only that, but the XC40 is already starting to garner awards – as well as plaudits from the motoring press – with the 2018 Car of the Year from What Car? this week, and on the shortlist for 2018 European Car of the Year.

Now, with the XC40 soon to debut in China at the Beijing Show, Volvo are starting a major push for the XC40 with the launch of the global marketing campaign for their new baby SUV.

The new campaign (you can see the full length version below) features a soundtrack by Swedish artist Jennie Abrahamson with her version of My Favourite Things from the soundtrack of Sound of Music.

But the marketing push isn’t just for the XC40, it’s also for Volvo’s new ‘Care by Volvo’ subscription plan which charges a single flat monthly fee to cover all costs, including insurance and maintenance, in a similar way to a mobile phone contract.

Volvo’s pitch for the new subscription package is that by not owning things, you’re not owned by things. And it’s a pitch that will appeal to a younger generation interested mainly in wanting the latest toys, not necessarily coveting actual ownership.

The new Global Marketing Campaign for the XC40 kicks off tonight on Swedish TV.

Volvo XC40 Photos

New Volvo XC40 With Care By Volvo Video