Art imitates life at the official launch of Local 416

    Volvo asks local artists how the new Volvo C30 inspires them

    TORONTO, June 5 /CNW/ - Young, hip, urban and unapologetically
free-spirited. Not words you would typically associate with a Volvo vehicle,
but that's all set to change as Volvo Cars of Canada Corp. launches Local 416
today, a month-long showcase of Toronto artists, musicians and fashion
designers inspired by the new Volvo C30 in an innovative space of free will at
the Edward Day Gallery.
    Intended to celebrate individual expression and honest opinion, Local 416
asked local artists to depict how the C30 inspired them and display the
resulting work in the Toronto art gallery alongside the two door, four-seat
car. Each week for four weeks, a commissioned C30-inspired piece from one
artist, fashion designer and DJ will be featured alongside a more
comprehensive exhibit of their works.
    "The C30 was designed with input from young, active, media-savvy people
who lead intense, urban lifestyles," said Steve Blyth, President and Chief
Executive Officer of Volvo Canada. "Local 416 is not only conveniently located
in their urban playground, but encourages people to form their own opinion of
the C30 in a fun, creative way."
    Local 416 was conceived as a physical extension of Volvo Car
Corporation's international "What Do You Think?" Product of Free Will
advertising campaign for the C30. As part of the world-wide marketing program,
artists were given access to some of the feedback and first impressions
consumers had of the car. Ranging from "It makes me feel like a real man," to
"If it was my choice, I'd drop it in the sea," the television advertising
spots featured the artists' animated renditions of those opinions, marking a
departure from the boastful ads that typify the auto industry. The company
felt this approach would complement the C30's expressive design and sporty
performance and help extend the Volvo brand into new territory, appealing to
young singles and couples that dominate the increasingly competitive premium
compact segment.
    "Whether you love the C30 or hate it, feel total ambivalence or can't
wait to purchase the car, Volvo wants to jumpstart a dialogue with both new
and repeat customers," added Blyth. "In the way the C30 stands out from the
Volvo line-up with its compact, expressive design, Local 416 takes the C30
into an environment where style, self-expression and discussion are paramount.
We see it as a perfect fit."
    Starting today, Local 416 will feature a new visual artist, fashion
designer and DJ each week for the next four weeks. The public is invited to
stop by the gallery and offer their thoughts and feelings on the new vehicle
and appreciate the artists' pieces.
    Local 416 is open to the public from Tuesday, June 5 to Sunday, July 1
except Mondays, when the gallery is closed. The Edward Day Gallery is located
at 952 Queen Street West. For more information on the new Volvo C30, please

    About Volvo Cars of Canada Corp.
    Volvo Cars of Canada Corp. is part of the Volvo Car Corporation of
Goteborg, Sweden. The company provides marketing, sales, parts, service,
technology and training support to the 43 Volvo automobile retailers across
the country. The company's product range includes the elegant C70 hardtop
convertible, the versatile V70 wagon, the S60 sport sedan, the compact and
sporty S40 and V50, and an XC-line of vehicles that includes the rugged XC70
and the award-winning XC90 sport utility vehicle. For 2007, the company is
introducing two new models: the redesigned S80 luxury flagship sedan and the
stylish and sporty C30.

     Local 416 calendar of events, artists' biographies and descriptions
       of their Volvo C30-inspired pieces are available upon request.

For further information:

For further information: on Local 416: Christine Leonard, MAVERICK
Public Relations, (416) 640-5525 ext. 236,; Annette
Yuen, MAVERICK Public Relations, (416) 640-5525 ext. 231,; For more information about Volvo or its vehicles:
Chad Heard, Marshall Fenn Communications, Public Relations for Volvo Cars of
Canada Corp., (416) 962-3366 ext. 267,; Volvo Canada
media web site:

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