Volvo Cars honours diverse workforce in new XC60 campaign

Volvo Cars is using a new advertising campaign for the bestselling XC60 to honour its diverse and growing workforce.

The campaign follows in the footsteps of the successful ‘Made By Sweden’ theme that Volvo Cars has been using in recent times. But this time, instead of using heroes such as footballing legend Zlatan Ibrahimović and pop icons Robyn and Avicii to build brand awareness, the Swedish car maker has chosen to highlight its own heroes – its workforce.
“A diverse workforce delivers many benefits. Different approaches and critical thinking are vital when creating something new. You just need to consider the huge success of the award-winning XC90 and our record sales in 2015 to understand the impact that diversity has at Volvo. We believe that a large part of Volvo’s continuing success can be attributed to diversity and what we call the Volvo spirit,” said Björn Annwall, Senior Vice President, Marketing Sales and Service at Volvo Cars.

Volvo Car Ireland recently spoke with Jim Mac Cann, an Irishman who has worked for Volvo Cars for 35 years. On the benefit of a multicultural work force, Jim says “it’s good for Volvo and good for the people working here”. Jim’s experience of working with people from different nationalists has been very positive. He believes that you learn so much from varied experience and that diversity enriches the culture of the organisation.

Jim is originally from Tullamore, Co. Offaly. His very first experience of Volvo was travelling with his uncle – the local vet - in a green Volvo 140. Little did he know 20 years later he would be working for the company and living in Gothenburg, Sweden. Jim’s first position in Volvo was in the Body shop as a welder. Since then he has worked in many areas of the Volvo business from the HR Training centre, where he was involved in developing the Lean process, to project management and launch management. Today, Jim is working at Volvo Customer Service, responsible for spare parts & accessories to Russia, Ukraine, Belarus, South Africa and all air-freight to the USA.

Made by People

Volvo employees from different backgrounds, working across the company in a wide range of roles, are featured in the new campaign – from designers and engineers to workers on the factory floor.

“Our workforce is growing by the year as our sales increase. At the moment we have close to 50 nationalities actively contributing to the design, development, marketing, sales and service of our cars. Diversity is not just about age, gender, sexual orientation or ethnicity - it’s about harnessing the knowledge, experience and personalities of the people that come to work with us. We believe that diversity delivers better products,” concluded Björn Annwall.

The new Volvo XC60 campaign can be seen on TV and on YouTube.