In January 2014, Downhill Mountain Biking World Champion Steve Peat took on the harsh terrain of the Scottish Highlands and conquered some extreme new trails on his beloved bike with the help of Volvo to get him there. Check out the action here...
Volvo used to be a mad supporter of DH racing way back, by the posting it's clear the crowd is too young to remember.
Bloody fair play to them for getting involved regardless of the reason.
Volvo were one of the first and biggest sponsors of Dh racing waaay back in the day! Good to see they are still interested in the sport, being they dont still make bikes!
The Volvo Cannondale team were very successful. The team ran from 1994-2002. Anne-Caroline Chausson, Brian Lopes, Cedric Gracia and Martyn Ashton were all on the team a one point.
Volvos are made extremely safe and smart so that they can park by themselves, they have warning alert ifin case of potential crash and they can take a passed out driver home. No wonder it can find the way down the mountain
In Sweden we have a similar commercial with Zlatan Ibrahimovic. Volvo cars (Ford) has doubled their marketing budget for this year, I am proud to see the factory from my window
Actully, Volvo cars is owned by Chineese Geely. Ford sold Volvo a few years ago. Cool to see Volvo back into Mtb again, and how apropriate too do it with one of the few guys who was a pro back when Volvo/cannondale team was around and still is pro today!
I've only ever had volvo's, great for pulling and moving stuff, I can fit my spesh and my brothers hardtail in my wagon and still have space to stretch out for a post ride snooze
Mr. Peat is the MAN! ...rides my bikes. ...drives my cars! What's next? Dated my wife back in the day? Seriously, this is a nice commercial that captures the sentiment we all feel at one time or another. Props to Volvo.
Yep. He's a biker, not an actor. It's that reverent look. When ya do an epic, beautiful ride, you stare out at the whole area, take it all in, and you get THAT look.
f*ck me this ad had everything....Peaty.....beautiful scenery.....ad inspiring muzac.....some hairy bastard passenger(presumably he shuttled the car down)......and the sweet sound of squealing (?avid) disc brakes. Life doesn't get any better. What was it ad for again....Landrover was it?
Heh mate, I was going to say I'll take my Defender 110 Hardtop as a bike carrier and uplift vehicle any day - at a fraction of a cost of a Volvo!
Cool ad though.
2009, Toyota Matrix R -- The Gray Hornet. Reasonably decent on fuel. Therm-a-rest and sleep inside. O, sure, she's no pick-up, so I can't haul bikes up a mountain, but shuttling rules apply, which means throwing cash at whomever owns the day's up-lift whip (special thanks to all whom own trucks). In a pinch, I'd drive the Hornet up Mt. 7 for a truck retrieval, so I'd do my part. Whatever it takes to have a bitchin' day in the cathedral -- the Rocky Mountains -- that's what it's all about.
That said, if I were rich, I wonder how I'd change? Would I have a trophy truck and a stripper as full-time shuttle bitch? Would I have a motor-coach and a helicopter? Would I have a Volvo? Dare to dream.
i was only saying the other day to a chap that steve peat has become like a franchise in the mtb game now, you can sell pretty much anything off his back as long as you can attach something to do with mountain biking to him..
Very nice add. car looks nice too but the steering wheel is on the wrong side. Whats up with that? You'd think that with all the money and engineering it takes to build car they would have caught that.
Car ads piss me off. Good to see MTBs getting airtime, but really.. If it's not "riding a bike" it's cars that turn into robots, it's cars that skateboard.. My van is 12 years old, cost me a grand and is perfect. My bike is two years old cost 3times more and is even better. I couldn't really give a shit about how I look when I get to races/rides etc. or how I get there, so long as I do (and my van has never let me down)
FU****G car commercials! Everybody who tries to sell a car by showing cool bicycle riding (or other as well relating stuff) should be shot in the neck.
I'd say a good percentage of riders on here aren't commuter cyclists tho. I wouldn't hop on a 140mm+ dual suspension and ride to the trail; I'd take my Volvo, and get a cheese burger along the way. [by Volvo I mean Toyota corolla...]
The "association with greatness" is why they chose Steve Peat. I look at it as affirmation that our sport is considered tough and cool. Volvo has (at least in the US) sort of a hoity toity wine and cheese North East liberal sort of reputation, perhaps the same in the UK, so to broaden their market, they are trying to connect with a different demographic.
Meh to the advert with its clumsy double entendres obviously supposed to apply to both riding and the Volvo. But well done to Steve Peat for getting that gig, hope he got paid well
Wow wow now I'm confused. A downhiller, some shuttling, and a trailbike. So what's going on with that car: is it enduro specific or DH specific? And if any of the 2 why is it on Pinkbike??
Actually yes Volvo DID make bikes....
They are rare and hard to find.
Here is one from 1983.....
www.invaluable.com/auction-lot/a-volvo-itera-plastic-bicycle,-circa-1983,-the-1002-c-430297f138
They have got it sorted, gotta get me one of those.
That was more a commercial for riding than Volvo so I liked it a lot.
That said, if I were rich, I wonder how I'd change? Would I have a trophy truck and a stripper as full-time shuttle bitch? Would I have a motor-coach and a helicopter? Would I have a Volvo? Dare to dream.
Ride on, everyone.