In an aim to further develop and evolve the Volvo brand, Viking Cars Philippines (exclusive distributor of Volvo vehicles in the country) and MTV Philippines recently drummed up interest in their new partnership with the debut of the MTV V50, a Volvo V50 station wagon adorned with the MTV logo and various designs that connote a hip, trendy lifestyle, designs commonly associated with MTV.

The car was unveiled at a recent chill out party held at the Volvo Ortigas dealership along ADB Avenue, opposite the Asian Development Bank and The Podium in Ortigas Center, Pasig City. The event featured top MTV Philippines executives and VJs, several members of the lifestyle and motoring press, Volvo Philippine top brass and a UK-based reggae/rap artist that gave the crowd something to cheer about amidst the strenuous Friday traffic.

Volvo corporate communications supervisor Loi Concepcion said that the debut of the MTV V50 fits well with Volvo Philippines' current marketing thrust of removing Volvo's stodgy image. "We at Volvo aim to remove the image of a Volvo being an old folks' vehicle. Our partnership with MTV is ideal because MTV represents the youth, something vibrant, hip and trendy. Volvo is also vibrant, hip and trendy, especially in terms of safety and technology. We want the youth to think of Volvo as a vehicle line where they can actively participate in the driving and riding experience."

She also added that the reason for choosing the V50 as MTV's flagship car is because the V50 represents the new wave of Volvo vehicles and best represents the current youth.

"The youth of today are technologically aware, require much from the technology around then, are trendsetters and love to go around and explore new things with their friends. All these things can be found in the V50, for it is technologically savvy in terms of performance (with the V50's five cylinders, 2.4 liters, 170 hp, 230 lbs ft of torque and five-speed transmission with Geartronic), safety (Volvo's trademark dual airbags, side curtain airbags, Side Impact Protection System [SIPS] and WHIPlash-reducing System [WHIPS]), styling (thanks to the unique waterfall grill), comfort and convenience (such as the narrow center console, for starters)."