The test drive took place in genuine winter conditions and featured 45 EX30s – all sparkling a little extra thanks to the ice crystals in the crisp air. It’s hard to imagine a more suitable location for a winter test drive than the surroundings of the city of Luleå in Swedish Lapland, just below the Arctic circle.
EX30 on ice: Here’s what happened during the Big Winter Drive
Over the course of four weeks in March, we welcomed an impressive 250 journalists and media professionals from around the globe to experience the thrill of driving on ice in our new small SUV, the EX30.
A recap of Volvo Cars EX30 Big Winter Drive
This unique event not only showcased the exceptional performance and safety features of the EX30, but also provided media attendees with a firsthand experience of our commitment to innovation and sustainability.
When the media reviews started to come in, it was obvious that the overall impressions exceeded our already high expectations, with a whopping 95 percent of the coverage made up of positive comments.
All in all, the media professionals and journalists contributed to at least 82 articles and videos spanning traditional media as well as YouTube, potentially reaching an audience of 11.5 million consumers.
The handling, driving performance, acceleration, electric range, safety and sustainability of the EX30 were among the areas frequently praised by the media. A huge congratulations to the entire Volvo Cars team for orchestrating such a successful and memorable event – let’s aim for many more thrilling, yet safe, adventures on the road ahead!
Here's what a few media outlets had to say about the EX30:
AutoTrader:
Le Guide de L’auto (Français):
Au volant du Volvo EX30 2025 sur la neige et la glace de son pays d'origine
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