Vehicle sales are brutal everywhere of late, but Volvo has been tanking long before any industry-wide slowdown took place. That makes the March 2009 arrival of the XC60 crossover that much more important, as it's the first all-new Volvo (besides the low volume C30) in many years. Since customers have been turning away from the Volvo brand of late, marketing will play a big part of the XC60's success. Volvo has unleashed its new campaign for the CUV already with the tagline, "The new Volvo XC60. From Sweden with löv." We get it. Volvo is stressing its Swedish roots in marketing its new vehicle. Hey, it works for IKEA, right? Volvo even utilized the Swedish spelling for 'love' to give its new crossover more Euro appeal.
Our tipster Caitlin didn't think it works at all. The reason? Löv means 'leaves' in Swedish and has nothing to do with that certain brand of affection that makes our cheeks blush. According to Caitlin, Lov without the umlaut means 'vacation' or 'break', which sounds like a better advertising angle for a CUV than leaves, but just doesn't look as "Swedish" in print. The proper translation of 'love' into Swedish is "kärlek", so when you begin seeing the XC60 on U.S. streets next March, just remember that it comes from Sweden with kärlek. Thanks for the tip, Caitlin!