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
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