Volvo HOT For Robert Pattinson? The XC60 Makes Its Big-Screen Appearance BUT Is It A Good Fit?

One thing about the marketing industry is that in recent years, things have been getting quite desperate. I mean the "new" way to market products, and it has heated up significantly, is growth in product placement.

Don't get exactly what I mean?

Although it is highly unlikely that our users are in the same demographic as Twi-hards or Twi-tards -- young, teen girls -- a quick-witted writer at AutoSavant wrote a clever piece this morning.

You have to give props where props are due. And, in this case, Charles Krome is on the money here:

...On the odd chance there’s not a lot of overlap between Autosavant readers and Twilight fans, here’s the deal: The Twilight business started out as a series of vampire books aimed at young adult readers, especially girls. I don’t happen to fit that demographic, but with the books and movies combining to earn hundreds of millions of dollars—and me having three daughters—the phenomenon has been a bit hard to ignore. Even for Volvo.

The automaker has managed to cook up a partnership with the latest Twilight movie, including online contests, etc., around the fact that one of the main characters, vampire Edward Cullen, rocks the Volvo XC60 in the new film. Now, I understand that Cullen, played by the actor Robert Pattison, represents a kinder, gentler breed of vampire, one who is even too sensitive to nibble the neck of his mortal beloved.

But really? A Volvo XC60? I mean, the Cullen character at least had a Volvo S60R in the books (so Wikipedia tells me), and that was a nice bit of road machine, and the Volvo C30 he drove in the earlier films (so I’ve heard) is at least aimed at younger drivers...

Here's the REAL question: Is Volvo after the younger generation or the poor parents who have to chauffeur the kids to the film in the first place?

[Source: AutoSavant]

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Whelan - 7/6/2010 10:39:45 AM

+4 Boost

Now I can never own a Volvo XC60 cause I'll be compared to this loser film. I'm so sick of the Twilight crap.

LACMAN - 7/7/2010 3:09:51 PM

+1 Boost

Twilight is no different than all the other Harry Potter, Star Wars, Underworld, Predator, and other "series" fan flicks out there. Im a Transformer geek myself. I was a Matrix movie nerd and Im also into Star Trek. I've saw all three Twilights because I have younger sisters (I really do! lol) and while vampires and wolves are NOT my cup of tea, the movies arent bad. To each his/her own though, I guess.

As for the XC60, as a person who saw the movie, I think Volvo's image is a little soft for a guy. (and this is coming from a gay man) Maybe they need a sports car to help their image. Pattinson's tough vampire character looked like a joke riding around in Volvo's. Especially that little hatchback two-door...

r_driver04 - 7/6/2010 2:19:55 PM

+1 Boost

Good looking suv. Wonder if it's any quieter or rides any better than the xc90?

LACMAN - 7/7/2010 3:17:46 PM

+1 Boost

To answer your question, Volvo is trying to look "cool" or "hip" in these films. I dont think they care whether they appeal to the adults or the teenie boppers who go see it. They are just trying to shake the "soft" image of their past.

BTW: Where did "poor parents who chauffeur their kids to this movie" come from?