The Hindu Business Line : Volvo plans to promote brand through Ocean Race

Mumbai, Aug. 9 Volvo Cars India, one of the latest entrants in the luxury cars, is looking at endorsing sports, particularly sailing, as a brand promotion tool for its range of cars.

According to Mr Paul De Voijs, Managing Director, the company will bring the Volvo Ocean Race to India next year.

The race will most probably have Kochi as port of destination for the Indian leg of the world tour.

Both Volvo Cars and Volvo AB (Volvo trucks) would be co-promoting the event because the truck and car businesses were part of the same group till 2001, when the car business was sold to Ford Motor Company.

The co-promotion of the event was signed before the demerger of the business.

A separate organisation called the ‘Volvo Ocean Race Organisation,’ which organises the race, is supported by the two companies.

“Millions are invested in the global event, though I don’t know the exact amount said,” Mr Voijs.

He added said that the event starts in Europe, most likely moves to South Africa and West Asia, before touching India and then moves on to China, Japan, New Zealand, Brazil and the US before returning to Europe.

The destinations are in the final stages of finalisation with respective local port authorities.

Each destination will be a stopover for a period of 5-8 days.

During that stopover, various events will be held, like in-port races, one with spectators and one without.

Besides promoting the brand through sailing as a sports activity, the company is keen on endorsing local national golfing events though the final list of events is not prepared as yet.

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