VIDEO: Volvo revs up to debut something on May 17, but what?

By Marcus Amick May 16, 2013

If Volvo’s May 17 “World Premiere” lives up to its digital campaign, it should be pretty interesting – although we still aren’t sure exactly what it’s promoting.

Starring the electropop Swedish House Mafia DJs (Axwell, Sebastian Ingrosso and Steve Angello), videos and still photos for the campaign appear to be set in some remote rural area and feature some very vague images of a vehicle.

The campaign, which appears to be tied to a project called Leave the World Behind, also features the Swedish music group Lune (pronounced Lynne) fronted by Linnéa Martinsson.

One auto news source speculates that the campaign could be a promo for the new Volvo V40 line-up, which includes a more rugged-style V40 Cross Country − or the XC60, which is getting some minor updates for the 2014 model year.

In a few of the video and still photos, featured on Leave the World Behind, the vehicle definitely appears to have a sport wagon or SUV-like silhouette.

The world premiere, set to debut at 8:30 PM CET tomorrow, could include some grand stage element at Steve Angello’s performance Friday at the Electric Daisy Concert music festival in New York − though the tone of the video and photos speak to something more subtle.

Maybe, Volvo is launching a contest where a person can win an all expense paid trip to take three friends to Sweden for a road adventure in a Volvo, with the final destination being an exclusive house party hosted by one of the DJs set in some remote area.

Wishful thinking right?

The carmaker could also be revving up for the launch of a web-series featuring the musicians exploring their native countryside in a Volvo.

Either way, the overall concept is definitely intriguing – considering I’ve always thought the Swedish carmaker could use a bit more edge when promoting their vehicles.

Let’s just hope that whatever Volvo debuting tomorrow lives up to the hype.

Aren’t you a little curious? What do you think Volvo is up to? Take a look and leave a comment below.

Topics

Volvo

Former Digital Trends Contributor

Marcus Amick has been writing about the world of cars for more than ten years and has covered everything from new automobiles…

Cars

Mercedes-Benz EQG: range, price, release date, and more

Concept image of the larger electric G-Wagon

The G-Class is going electric. We already knew that Mercedes-Benz was working on an electric, small-size G-Wagon, but it looks like the company is also working on a larger G-Class SUV, in the form of the EQG. In fact, Mercedes has gone as far as to show off a concept version of the off-roader.

While there's much we don't know about what will become the production model of the EQG, Mercedes has also shared a lot about it. Curious about whether the Mercedes-Benz EQG could be the EV for you? Here's everything we know so far.
Design
Fear not -- the EQG will retain many of the design aspects of the G-Class that you already know and love but with a modern face-lift. The EQG will keep the boxy design that gives the G-Class a classic look but with some additional modern styling, at least if the concept version is anything to go by.

Cars

Rivian R2 vs. Kia EV9: battle of affordable electric SUVs

Kia EV9 GT-Line Three Quarters

The long-awaited Rivian R2 has finally been announced, and it's an excellent option for those who want an electric SUV that doesn't completely break the bank. Sure, the R2 isn't cheap -- but it's a whole lot cheaper than most other EVs out there, especially when it comes to SUVs. But Rivian isn't the only company trying to tackle the problem of the budget electric SUV. The Kia EV9 is finally available, and it too offers a modern design and a range of helpful features.

Given the fact that the Rivian R2 and Kia EV9 are two electric SUVs in a similar price range, you might be wondering which is better for your needs. That's why we put the Rivian R2 and the Kia EV9 head-to-head.
Design
Both the Rivian R2 and the Kia EV9 are actual SUVs -- not crossovers pretending to be SUVs, like plenty of other EVs out there. The two vehicles offer big, boxy designs and plenty of interior space, making them excellent options for families or those who need that extra storage.

Cars

Rivian R2 vs R1S: How will Rivian’s cheaper SUV compare?

The front three-quarter view of a 2022 Rivian against a rocky backdrop.

Rivian has finally unveiled the R2, its long-awaited attempt at a more affordable electric SUV. The new vehicle may not be available just yet, but fans of Rivian's design aesthetics and feature set are already looking forward to being able to order the new car. The R2 is targeted at being a more affordable take on the electric SUV and will sit alongside the flagship-tier R1S.

Let's get this out of the way right now: The R1S is most likely going to be a better vehicle than the R2. Rivian isn't replacing the R1S with the R2 — it's releasing the R2 as a more affordable alternative, and there will be some compromises when buying the R2 over the R1S.