In the film “The Tower“, Volvo launched its four new trucks by stacking them on top of each other. The majestic “Tower” drives through a landscape and on top of it is the President of Volvo Trucks, Roger Alm.
Volvo Trucks’ latest launch film has reached new heights. To demonstrate the power and strength of its four new vehicles, Volvo built a colossal 15-metre, 58-tonne Truck Tower, by stacking its four new trucks on top of one another.
The film is set in the dead of night. It starts by showing the truck tower as a huge monolith glowing in the distance. As it moves forward, we see wolves in the foreground and catch a glimpse of a female driver.
As the film reaches its climax, we see that the man standing on top of the truck tower is actually Volvo Trucks’ president, Roger Alm.
The release of the film comes one day ahead of the official launch of the four new heavy duty cab-over range in Europe.
The four trucks includes the Volvo FH, Volvo FH16, Volvo FM and Volvo FMX. The new trucks represent about two thirds of Volvo Trucks’ deliveries.
Roger Alm, president of Volvo Trucks, said :
“This is our biggest launch ever at Volvo Trucks. 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”
The film was shot in late 2019 on a testing ground outside Volvo’s hometown of Gothenburg, Sweden.
Markus Wikström, engineer at Volvo Trucks and part of the engineering team behind the tower, added that :
“It took about a month to design and build the tower and make sure it was safe to drive.
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”