Volvo Car UK is challenging consumers to test drive its compact hatchback against a Mercedes A-Class to decide which they should buy.
Until July 31 it is operating a 'V40 Challenge' campaign with a tagline of "Bored of German Techno? Try some Swedish Metal."
Essentially, Volvo is asking customers to challenge their perceptions and test drive first the V40 D2 R-Design and then the Mercedes A-Class A180 CDI BlueEfficiency Sport.
After driving the two cars back to back, if the customer still chooses the Mercedes, their participating Volvo dealer will pay the first month's payment of up to £299, subject to the customer having met with terms and conditions.
Jon Wakefield, sales director for Volvo Car UK said: "The all-new V40 has been a roaring success since its introduction and we have such belief in the V40 being a fantastic product that we're being bold enough to put our money where our mouth is.
"I have no hesitation in telling people what a great car the V40 is, and by getting more and more people to test drive it, I'm sure more and more people will agree with me."
Georgina Williams, head of marketing for Volvo Car UK, added: "Some may call us brazen, others may call us bold, but there's no denying that we have such confidence in the V40 that we're prepared to challenge people's opinions and make them consider their options. This campaign is sure to raise a few eyebrows!" .
Up to the end of May, Volvo Car UK have registered 4,905 V40s, accounting for just under 36% of all Volvo Car UK sales and successfully taking the place of the C30, S40 and V50.