Owned by the Chinese, Volvo Swears It's More Swedish Than Ever

Volvo looks to its Swedish roots to move the brand forward

Volvo’s latest television ad is less about horsepower and gas mileage than it is about nostalgia. A woman behind the wheel of an SUV recalls when she was a little girl, sitting in the rear-facing seat of her parents’ boxy Volvo wagon. “I loved every minute of it,” the voice-over says. “Then you grow up, and there’s no going back. But it’s OK. It’s just a new kind of adventure. And really, who wants to look backwards, when you can look forward.”

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