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Swedish automaker Volvo celebrated 60 years in North America with a special gathering of celebrities and vintage cars at Paramount Pictures Studios in Hollywood last Saturday night.
Comedian and vintage Volvo owner Jay Leno entertained a crowd of more than 300 Volvo owners, executives, retailers, and media amongst an unprecedented collection of new and historic Volvo cars, live music, and Scandinavian fare.
Notable cars on display included a 1928 PV4, Volvo's first covered car; a 1955 PV444, the first Volvo exported to the U.S.; the 1967 P1800S driven by Roger Moore in the hit sixties television series, The Saint; and the all-new, award-winning XC90 sport utility vehicle.
Guests explored Volvo's rich past and bright future by visiting a series of Volvo branded shops created in the facades on Paramount's City Streets back lot.
In the Volvo Cars Art Gallery, for example, was a collection of Julius Shulman-inspired photos starring Volvos past and present taken recently by Ann Street Studios at iconic locations around Los Angeles, where the very first Volvo was imported in 1955. Shulman was an American architectural photographer whose work spread California mid-century modern around the world.
Guests perused the collection of vintage Volvo advertisements in the Volvo Cars History Museum, and in the Bowers & Wilkins Listening Room, audiophiles appreciated the high technology powering the 19-speaker, 1,400 watt entertainment system available in the all-new XC90 sport utility.
Volvo Cars is benefitting from a recent investment of $11B that is being used to develop an entirely new lineup of luxury vehicles. The company has experienced nine months of consecutive year-over-year growth and is aiming to increase sales to 800,000 cars globally in the medium term.