By Jay Forte, Contributing Reporter
RIO DE JANEIRO, BRAZIL – Volvo trucks are an increasingly common sight in Brazil, which is by far the largest truck market in South America, with 103,800 heavy-duty trucks registered in 2013. The company has now launched a new international campaign called ‘Reality Road’, which is an online reality TV series showing how amazing these trucks are, along with a rising musical sensation.
The campaign features Swedish/American singer Mapei, and the purpose is to create a music video for her new song ‘Million Ways to Live’. The star of the show is the artist Mapei and the mission is clear: Mapei is on a nine-day, 4,000-kilometre long road trip from Sweden to Italy to shoot a music video for her new song ‘Million Ways to Live’.
With her is her best friend and director Liza Minou Morberg, ‘Epic Split’ driver Jens Karlsson and a Volvo FH packed with props. Through eight exciting episodes the crew find unexpected ways of testing Volvo Trucks Services, while shooting a music video – including a gutsy two-wheel stunt outside Berlin.
“I love to travel and to get the opportunity to meet new people and cultures. And that is also what ‘Million Ways To Live’ is about – the freedom to be out on the road. It is the ultimate song for a road trip,” says Mapei, whose most recent single was the hit ‘Don’t Wait’.
During the trip Mapei performs with drag-show artists on a truck ferry, arranges a spontaneous gig in the suburbs of Paris and witnesses the two-wheel stunt in Berlin. With the TV series, Volvo Trucks want to show the strength of their service offering for trucks.
The series is made up of a total of eight episodes. The first three will air on Volvo Trucks’ YouTube channel on June 11th, the next three exactly one week later, and the final two episodes will air another week after that.
In recent years, the Volvo Truck market shares have gradually increased in the largest country in South America, from 12.8 percent in heavy-duty trucks in 2008 to 20.0 percent in 2013. During the year Volvo was named “Most desired brand” in Brazil coming out on top in customer satisfaction and image.
“To support our customers, we will continue to strengthen our service network. In 2010, we and our dealerships had 75 facilities with approximately 1,000 service stations. At the end of 2014, we anticipate we will have a combined amount of 100 facilities and more than 2,000 service stations. We are expanding with our customers,” said Roger Alm, President & CEO of Volvo Brasil.
The favorable trend in the Brazilian market has resulted in an increasing number of the global truck manufacturers focusing their attention on the country and deciding to invest in manufacturing there.The successes of the Volvo Group in Brazil are the result of many years’ hard work by the Group’s employees and the employees of the independent dealerships.
* This is a Sponsored article for Volvo Trucks Brasil.