A gleaming collection of Volvo vehicles was the centerpiece of the Volvo Lifestyle Area in the recent Manila Motor Show held last April 28, 29 and 30 at the World Trade Center in Pasay City. Volvos with sporty exterior styling and other feature add-ons has been a consistent crowd-drawer. Guests were drawn to the cool, refreshing and congenial atmosphere of the Volvo Lifestyle Area and were aptly recognized by organizer Worldbex Services International as the "Best Display Area".

The 210 sq. meter area stood out amidst a sea of car displays and a swarming crowd. The Scandinavian-inspired design is a product of Volvo's desire to show character and values of the Swedish car brand. Masterfully executed in cooperation with celebrated interior designer Natalia Abad of Concepts and Perspectives, Inc., the Volvo Lifestyle Area showcased a warm and cozy ambiance when one is within the Volvo environment..

Aside from the cars with exterior styling and added aesthetic features, another highlight of the Volvo Lifestyle Area is the "It has to be a Volvo" Photo Wall. It housed a montage of photos where guests had their pictures taken beside or inside the Volvos of their choice. What is more, guests have the option to fill out a form where they can give reasons why "It simply has to be a Volvo". This qualifies them to win an Apple iPod Shuffle by simply answering why it has to be a Volvo.

Volvo films (including the full-length versions of the "Conversations With Volvo" TV commercial) and media materials on the latest Volvo products were also projected on the state-of-the-art opaque glass screen, another centerpiece in the Lifestyle Area. The answers of guests and patrons were also projected on to the glass screen during the exhibit. This gave onlookers more information about the Volvo brand, its lifestyle, its culture and its product line of the world's safest cars. The Volvo regional campaign "Life on Board" was also shown and invited everyone to log on to the website www.volvocars.com/asia to get a chance to journey to Volvo's home country of Sweden.

MTV VJs were present to further describe the qualities of the cars on display. They discussed the unique features of each Volvo on display every thirty minutes and also had an interactive chat with some onlookers in the area. This added a more youthful and dynamic appeal to the already vibrant display of cars in the area.

Not to miss out on the fun, the whole Volvo team engaged in interactive and cordial conversations with anyone and everyone who visited the Manila Motor Show exhibit. It was a joint effort from all Volvo team members present, from Viking Cars, Inc. (official distributor of Volvo cars in the country) president Albert Arcilla to the Viking cars sales staff, to assist and entertain the visitors of the Volvo Lifestyle area. These jubilant efforts produced results on the evening of 29 April 2005, as the whole Volvo team rejoiced when the organizers announced that the Volvo Lifestyle Area won. All the efforts were worth it and the team is now looking forward to another creative challenge for the next Manila Motor Show.

In Manila, Viking Cars, Incorporated is the official distributor of Volvo cars. The Volvo Makati office, showroom and aftersales service center are located at 2272 Chino Roces Avenue, Makati City while Volvo Ortigas Center is located at 88 ADB Avenue, Ortigas Center, Pasig City. The 2005 Volvo automobile line includes the compact all-new S40 and V50 sports wagon, the sporty S60, the flagship S80 luxury sedan, the rugged Cross Country and the award-winning XC90 all-wheel drive SUV. For details and inquiries, please call 893-6621 to 22 (Makati Showroom) or 637-0414 to 17 (Ortigas Showroom).