Truck companies do not usually have very exciting products – they are 100% rational purchases – and their advertisements are directly focused on the professional public. There is no talk of the latest infotainment or design system; there is talk of maintenance costs and drag capacity. But Volvo Trucks has taken a different approach when updating its entire line-up of heavy-duty trucks.
The Swedish truck manufacturer has presented four new truck models, which include the Volvo FH, Volvo FH16, Volvo FM, and Volvo FMX, at the same time. To celebrate this major launch, Volvo made an exceptional promotional video. The Volvo Trucks team came up with a daring stunt that should impressively showcase the capabilities of the new models: Roger Alm, head of Volvo’s truck division, stands on a specially constructed, 15-meter high and 58-ton heavy truck tower made up of four stacked trucks driving through a course.
The video was shot in late 2019 on a testing ground outside Volvo’s hometown of Gothenburg, Sweden. The company says, both the truck tower and the majority of the visual effects are real, including the smoke and lights, which a behind-the-scenes film reveals.
The truck tower was designed and built by a team of Volvo Trucks engineers. They used the new sturdy construction truck, Volvo FMX, at the bottom of the tower. This new 38-tonne bogie is able to carry the weight of the others. FMX has a unique cage construction, cast-iron front plus corners, and skidplate of high-grade steel, which makes it a very tough and sturdy truck indeed.
Then they stacked the Volvo FH, Volvo FH16, and Volvo FM models on it. To ensure that the four trucks could be steered safely through the course, the FMX model used for the stunt was equipped with Volvo’s “Dynamic Steering” system. The smart steering system enables truck drivers to drive the vehicle perfectly straight and supports them in difficult situations with additional steering power.
Behind the wheel of the lower truck, which provided the movement of the entire tower, the Swedish Bodil Alexandersson sat down.
These new four truck models account for approximately two-thirds of all Volvo Trucks for sale. Also, this is the largest and most ambitious launch of Volvo Trucks of all time. These trucks will have a huge impact on customer profitability and competitive advantages.