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Volvo's first all-digital sales event a sell-out

Volvo's first all-digital car sale saw all 1,927 individually numbered, limited First Edition model of the new XC90 sell out in 47 hours.

Most of the cars were reserved within one hour from the start of the sale at 3pm on Wednesday. It went live in 32 countries.

At its peak, seven cars were sold every minute.

UK customers secured 55 of the First Edition models, which will be delivered in April 2015.

“We are very pleased, but not really surprised,” said Alain Visser, senior vice president, marketing, sales and customer service of Volvo Car Group. “The huge interest in the XC90 escalated to astronomical levels after the world-première last week.”

The sales launch saw the First Edition cars, which celebrate the year Volvo was founded, made available to customers online only at www.volvocars.com

The 1,927 First Edition owners will get a fully equipped car with uniquely numbered tread plates and a distinctive badge on the tailgate.

“The first buyers signed up for their favourite number in milliseconds. The rapid response confirms that the XC90 is a truly iconic car model. The First Edition will be a collector’s item in the future,” said Visser.

Li Shufu, chairman of China's Geely Holding Group, which owns Volvo had car number one. Number 10 went to Volvo Car ambassador and "face of the XC90" and Swedish footballer Zlatan Ibrahimovic.

Visser said ahead of the online only Volvo sale, “we are creating an online ecosystem that simplifies the process of shopping for, buying and owning a Volvo”.

Nick Gill, chairman of global automotive sector at Capgemini, which helped Volvo in the online campaign, said: "This is one of many such initiatives in the industry today. Consumers are open to buying cars online, and the industry is experimenting with various different models to satisfy that desire.

"Capgemini’ Cars Online research shows that approximately 40% of consumers would be interested in a model that saw manufacturers selling cars direct online, cutting out dealerships – even more so among younger consumers.

"And it is only inevitable that manufacturers will experiment, whilst not wanting to adversely affect their core channel which is dealer sales.

"Audi's Audi City centre in London is an example of a future dealership. I can see a manufacturer running more sites like this, leaving the dealer to manage aftersales. I’m sure this model will develop further."

 



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