Volvo has launched its winter tyre marketing campaign with some videos designed to illustrate the difference between summer and winter tyres.

Volvo invited Made in Chelsea’s Louise Thompson to drive up Tamworth Snowdome’s slope in a V40 to demonstrate the effectiveness of winter tyres for driving in snow.

Winter tyres are at their most effective when temperatures drop below seven degrees and the Met Office recorded average temperatures for winter 2012 of 3.3 degrees.

Volvo is also looking to promote the use of snow socks as a low cost alternative for drivers driving in winter conditions.

Nick Connor, Volvo Car UK managing director, said: “We wanted to demonstrate the effectiveness of having winter tyres or snow socks fitted to your car.

“There’s definitely a degree of scepticism out there about how useful they can be, but this test dispels the myths once and for all.

“Winter tyres and snow socks are available nationwide from our dealerships and we hope this has given motorists reason to believe they’re a worthwhile investment.”

While winter tyres are mandatory in Austria, Switzerland and Germany, fewer than 5% of new tyres sold in the UK each year are winter tyres.

Snow socks are available at participating authorised Volvo repairers from £55 and a set of four winter wheels and tyres start from £600.

Volvo's Made in Chelsea winter tyre challenge

Volvo snow sock demo