Are ya ready for some football? Or rather, were you ready for some football in early 2020? As it turned out, Volvo did not have to cough up on their Volvo safety giveaway, but it sure made the game more fun to watch.
What was the Volvo safety giveaway?
The idea was that if a safety was scored by either team at Super Bowl LIV, Volvo would give away one million dollars in free cars to people who had built their own Volvos on the carmaker’s website. Unfortunately, nobody scored a safety.
Or maybe “fortunately” if you’re Volvo. In any event, the giveaway was a fun way to spice up the game and a clever marketing gimmick for Volvo. While they put a million at risk, they no doubt sold a few cars along the way.
Why the Super Bowl?
The Super Bowl is one of our last shared cultural experiences as Americans.
Everything else is so scattered. It used to be that everyone in the country watched the same shows. Now, between Netflix, Hulu, satellite TV, we don’t even know what to talk about at the water cooler.
But the Super Bowl is another story. The 2020 Super Bowl had an estimated viewership of 102 million, a little less than a third of the United States population. That’s why ad spots go for more than five million dollars for thirty seconds.
So even if Volvo had to pay out, they were able to attach their name to the big game for less than a fifth of the asking price. It’s just good marketing.
Plus the Volvo safety giveaway reinforced the association between Volvo and safety, and the odds of a safety being scored were under 20%. All around it was just a clever idea for the brand to generate a little buzz for themselves.
The game ended with the Kansas City Chiefs scoring 31 points to the San Francisco 49ers’ 20, with no safeties scored. The last safety scored in a Super Bowl was at XLVIII in the 2013 season.
People Also Ask…
Why is Volvo so Safe?
Ultra-high strength steel. The protection cage is made from a strong material, and it’s designed to dissipate the energy of the impact. Add to that all the advanced safety features you expect in a new car, and Volvo is one of the safest carmakers out there today.
Which Volvo is the Safest?
The XC40. This Volvo crossover received a Safety Pick+ designation from the IIHS. But all of their crossovers are nearly tied for safety, with the S60 and S90 receiving Top Safety Pick awards. Pretty much any Volvo SUV will be one of the safest vehicles you ever drive.
Do Volvos Hold Their Value?
Not very well. Volvo is a luxury brand whos vehicles appeal to buyers looking for the newest and most stylish model. A Volvo XC40 is expected to lose 58% of its value after the first five years, and 79.38% of its value after a decade.
