new TV commercial created to illustrate the performance characteristics
of the Volvo S60’s turbo engine has hit a nerve with truckers. During
the third week of May, OOIDA reported a number of calls and e-mails
reacting to the TV spot.
commercial showcases the S60 sedan and its ability to do some serious
highway zig-zagging. Professional truckers take issue with the commercial,
calling it “reckless.”
because a car might have enough power to merge with inches to spare
doesn’t mean it’s a good idea,” says trucker-TV watcher Scott March,
who is among those who criticized the spot.
a trucker from Indianapolis, contacted Volvo Cars of North America
and received a reply from Chris Horgan of the customer service division.
Horgan wrote back, saying the advertisement shows the car’s outstanding
acceleration and braking ability, things that could used to assist
the driver to “avoid potential situations.”
told March he would note the concerns and pass them on to the appropriate
told OOIDA he was seriously alarmed over the spot and Horgan’s reply.
March says Volvo missed the point and cutting in front of a truck
“at the last moment” promotes a “general attitude against trucks
and even further promotes an attitude of intolerance and impatience.”