Volvo creates truck tower for new range launch

FH, FH16, FM and FMX reach for clouds, with Alm on top

Volvo creates truck tower for new range launch
Alm stands atop the tower


Volvo Trucks’ love affair with spectacular marketing shows little sign of waning with a ‘truck tower’ used to promote the impending official launch of its new heavy duty cab-over range in Europe.

The range includes the Volvo FH, Volvo FH16, Volvo FM and Volvo FMX, with the launch event due tomorrow.

The four trucks represent about two thirds of Volvo Trucks’ deliveries.

A crane was used to stack the vehicles 15 metres in the 58-tonne stack, with Volvo Trucks president Roger Alm the cherry on top, for a pre-launch video.

"This is our biggest launch ever at Volvo Trucks," Alm says.


"They will have a huge impact on our customers’ profitability and ability to compete both for business and the best drivers.

"I´m used to be on top of things, but for me, shooting the truck tower was definitely an unusual day at work.

"And let’s just say I have a certain respect for heights. I´m a down-to-earth guy."

 Read Claes Nilsson explaining Volvo’s marketing strategy, here

The film was shot in late last year on a testing ground outside Volvo’s home city of Gothenburg, Sweden.

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.

"It took about a month to design and build the tower and make sure it was safe to drive," Volvo Trucks engineer Markus Wikström, who was part of the engineering team behind the tower, says.

"Essentially, this was made possible thanks to the sturdy construction truck, Volvo FMX, and its new 38-tonne bogie being able to carry the weight of the others.

"But it also required a steady speed and course, accomplished by the Volvo Dynamic Steering technology and a skilled truck driver."

These include The Technician at 1.5 million, former president Claes Nilsson in The Hook 3.6 million, The Hamster Stunt 8.5 million, The Ballerina Stunt 10 million, 4-year-old Sophie’s remote control Look Who’s Driving 25 million and the granddaddy of them all, Jean-Claud Van Damme’s The Epic Split at 96 million views.   


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