THE XC40 IS TAILOR-MADE FOR THE YOUNG. THAT MIGHT NOT BE BAD FOR THE OLDS.
Oh, to be young and have corporations jockey for your bitcoin. When it comes to cars, the newly post-collegiate have always been a slippery demographic companies have tried to capture by any means possible—they will soon be in the market for pricier midlife-crisis-mobiles, after all. The Volkswagen Beetle became America’s best-selling import in the ’60s and early ’70s thanks in part to its adoption by the youthful free-love set. Kia’s languid sales skyrocketed after it launched an irreverent marketing campaign with dancing hamsters that targeted millennials. Mercedes-Benz has stopped sponsoring German soccer and started pouring marketing money into esports. (What’s that? Ask a teen.) And now Volvo hopes to grab a slice of the emoji pie with its hip new XC40 compact crossover. Not just through a bold design and colors like the retrotastic blue based on the ’60s-era Amazon but by offering a new way to pay: by subscription.
This story is from the May 2018 edition of Esquire.
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This story is from the May 2018 edition of Esquire.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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