Volvo 2000 Annual Report Download - page 15

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13
Strong market position
By adding new, recognized brands, such as the Mack and Renault truck brands, the Volvo
Group gains both in economies of scale and capability to achieve larger market shares.
Moreover, Volvo gains a generally more powerful and competitive brand portfolio and pres-
ence around the world, resulting in a stronger market position for the Volvo Group’s opera-
tions. This is an important step towards the fulfillment of the Volvo Group’s vision and mis-
sion.
Volvo in sponsoring
Sponsorship has been an integral part of Volvo for almost 40 years. In order to communicate
an identical message across a number of language and cultural barriers, sports sponsorship
plays a vital and increasing role for Volvo. Sport transcend the language and cultural barriers,
and it adds an emotional association and personal identification to the com-
munication process. Volvo’s philosophy is to create a long-term partner-
ship with the sport, through involvement in various kinds of events.
In 1997, Volvo took over complete ownership of the Round the
World Race from Whitbread. Volvo chose sailing to become the
spearhead of its sports sponsorship program for the new mil-
lennium because it strongly embodies all the values that will
become more important over the new decade – strength,
endurance, teamwork, leading-edge technology, excite-
ment and achievement.
The Volvo Group also supports golf, mountain
biking, skiing and culture.
Volvo Ocean Race
The world’s premier ocean race
– The Volvo Ocean Race – starts in
Southampton on September 23,
2001. During the race that lasts for
ten months, the participants will sail
approximately 33,000 miles, cross four
oceans and visit ten ports. The race
ends in Kiel, Germany, in June 2002.
The Round the World Race has
been staged every fourth year since
the start in 1973. In 1997, Volvo took
over the complete ownership of the
race from Whitbread.
To complement the Volvo Ocean
Race, Volvo also invests in the future
of the sport through sponsorship of
the Volvo World Youth Sailing
Championship.