Every car brand is talking about the future – but what about today? Sure, the world’s full of 100% electric options, but the truth is, the world isn’t quite ready – yet.
Background
Every car brand is talking about the future – but what about today? Sure, the world’s full of 100% electric options, but the truth is, the world isn’t quite ready – yet. Plug-in hybrids have often been viewed as a stopgap between petrol engines and fully electric – a middle ground that’s neither one nor the other. But in actual fact, plug-in hybrids are an important stepping stone on Volvo’s journey towards full electrification by 2030. Electric technology is already here to stay – our role is to change mindsets and behaviour. With an increased electric range of 60%, the XC90 Recharge is the perfect option for people looking for an everyday electric lifestyle, but who aren’t quite ready to make the switch to 100% electric.
Solution
Position the XC90 Recharge as a car for Right here, Right now. Instead of focussing on the amount of electric cars sold, we focussed on how many electric journeys we could enable. Our rationale: if everyone switches to electric most of the time, we can make a real impact. The XC90 Recharge enables the best of both worlds: an electric, emission-free option for everyday journeys, with the ability to switch to hybrid for longer adventures. Spanning film, print and social media, the XC90 Recharge is Stendahls’ inaugural 360° campaign for a Volvo car launch – from concept to production.
