Taking delivery of European cars overseas originated in the ’50s, when U.S. servicemen brought sporty vehicles back from their tours of duty. Sensing a marketing opportunity, Mercedes, Volvo, Saab and others launched formal European delivery programs, which continue in one form or another to this day.

Every smart marketer knows that customer experience is the leading edge of brand loyalty and what could make for a more memorable and satisfying experience than taking ownership of a brand new car at the factory and being flown there for free.
And when it comes to brand building, Volvo (Latin for “I roll”) has elevated ‘free’ to new heights that truly excites and delights customers, while instantly bonding them to the brand.

After extensive online due diligence, including The Wall Street Journal’s rave review, my wife decided she wanted a 2015.5 Volvo V60 sport wagon. When the salesman at our local dealership heard that we wanted to buy, he asked if we like to travel. Nodding affirmatively, he rolled out Volvo’s overseas delivery program.

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The Volvo European delivery program stands head and shoulders above what other carmakers offer – two free round-trip tickets to Gothenburg, Sweden, on British Airways, car service from your hotel to Volvo headquarters, where you are personally briefed on your new car features and take possession, a free traditional lunch of Swedish meatballs, potatoes and lingonberries, followed by a tour of Volvo’s ultra-modern factory, and a free night at the downtown Radisson Blu hotel. And if you wish, Volvo Travel will package discounted Nordic and European tours. Amazingly, no one we spoke with in New York, or in Sweden, was aware of this terrific program.

The option of being handed the keys by a most charming customer service representative at Volvo’s stylish factory showroom rather than the local dealer today is a better deal than ever. With the euro worth but little more than a dollar, and the Kronar through the floor at 12 cents, why not add a low-cost vacation since you can drive your Volvo throughout Europe for up to six months. Then when you’re finished touring simply drop the car off and Volvo will take it from there, shipping cars weekly to the U.S.

In addition to the pair of free round-trip tickets to Gothenburg, Sweden’s second-largest city, Volvo offers the European price, which amounts to a discount of one to two percent off the MSRP, plus the deal includes waived destination charges, a perk that amounted to a $945 saving.

No other carmaker comes close to matching the Volvo European delivery program. As the Volvo website says, “Purchase any new Volvo within the Volvo Overseas Delivery Program and you’ll discover a truly unique way to buy a car, as well as a truly incredible way to discover Europe.”

Understandably, such an offer would break the marketing budget for most purchases but in this case we will roll with Volvo.

Images: Volvo