March 14 marks a significant milestone for Volvo in Vietnam as the Swedish carmaker organizes its own exhibition – something they have never done in their 8 years in Vietnam. Throughout that time, from an unfamiliar, logo-less carmaker, misunderstood in many aspects, Volvo is now not only established in customers’ minds as the safest luxury brand, but also ranks in the top 3 in terms of sales in Vietnam, representing itself as the fastest-growing market worldwide.
Know to pause and enjoy, to chat, and savor life, Volvo Vietnam brings the Lagom lifestyle back home, portrayed in the lush green surroundings and the sound of flowing water and singing birds on the GEM Center rooftop – a place where they don’t showcase too many cars like an exhibition is supposed to. Instead, it’s about “fika” activities – a term from the Swedish people, representing moderation, stopping to enjoy, chat, read books, or savor a cup of coffee together.
With the theme “Recharge to Shine”, the Swedish automaker affirms its sustainable strategic orientation, aiming for zero emissions while protecting and inspiring the lives of customers and the community. Called the Lagom Successful Lifestyle Exhibition, the exhibition aims to bring the Lagom lifestyle closer to all Vietnamese people and Volvo users in particular. This is the famous lifestyle of the Swedish people, aiming for moderation, turning small things into practical, grand things in life.
The highlight of the exhibition is the debut of the Volvo S90 Ultimate Recharge. The car uses a plug-in hybrid engine, with 462 horsepower and an acceleration time of 0-100 km/h in 4.8 seconds. It has a pure electric range of 98 km. With the launch of the S90 Ultimate Recharge, Volvo becomes the first carmaker in Vietnam to complete the full range of plug-in hybrid products, from SUVs like the XC60 Recharge, XC90 Recharge to sedans like the S90 Recharge.
The exhibition also features the presence of the XC90 Recharge, Volvo Vietnam’s flagship model, currently priced at 4.65 billion VND. After the plug-in hybrid product lineup, the brand will move towards the era of electric vehicles, starting with the C40 or EX30 by the end of this year. The Swedish cars are placed in a fitting space, with nature and people, along with environmentally friendly camping equipment, sustainably used over time.
The exhibition reproduces everyday moments of the Lagom lifestyle, from camping activities, elegant sports like golf, to the coffee culture of Fika. All of these activities have in common the integration of humans with nature. This lifestyle can be seen in Volvo, as the brand early implemented its “greening” strategy, officially committing to producing and distributing electric vehicles worldwide by 2030.
At the exhibition, Volvo also introduces the book “Stories for the future” – honoring and expressing gratitude to 17 outstanding Vietnamese figures, not only excellent in their fields but also living with sophistication, high efficiency, and humility. Prominent among them are Thanh Loc, a famous artist, Tran Hai Dang, a musician, Assoc. Prof. Dr. Dao Dang Phuong, director Pham Hoang Nam, NSND Bui Cong Duy, businessman Pham Dinh Nguyen, journalist Kim Hanh, etc.
The book is priced at 599,000 VND – said to only cover the printing costs. If there is any profit, Volvo Vietnam said it would be used for charity projects, creating playgrounds for children. Currently, there are 2 versions of the book: one for adults and one for children, and an English version is coming soon.
An exhibition space displaying Swedish literature, including famous works such as “A Man Called Ove”, “The Hundred-Year-Old Man Who Climbed Out the Window and Disappeared”, “The Wonderful Adventures of Nils”, “Norse Mythology”…
The Fika coffee culture is also brought to the exhibition by Volvo. Fika in Swedish means taking time to enjoy coffee, sweets, and chat with friends. This is a characteristic of the Swedish lifestyle, an art of finding stopping points in life.
The exhibition also presents an outdoor collection with famous brands from Sweden such as Nordisk camping furniture, Fjallraven backpacks made of G1000 material, Morakniv versatile survival knives with sharp steel chosen by the Swedish royal family, Trangia stoves lightweight but fully equipped and functional…
2024 also marks the 55th anniversary of Vietnam – Sweden diplomatic relations (1969 – 2024) and 8 years of the Volvo brand’s presence in Vietnam.
Lagom is also the hidden philosophy behind Volvo car design – an elegant car on the outside, convenience inside, with attention to every detail to bring users the most comfortable and convenient experience. Above all, it comes with powerful safety technology, ensuring the lives of both passengers inside the car and people outside.
