Volvo learns the value of vampires

A record breaking book and movie series about young vampires in love has helped Volvo to one of its best sales months of the year. The Swedish brand recorded 501 sales in November the same month the latest Twilight Saga film, New Moon, was released in cinemas.

The Twilight Saga centres on the love story between a vampire (Edward) and a human (Bella) and has proven a global hit. In both the novels and films, Edward drives Volvos -- at various points a S60 R, C30 and XC60 -- and, coincidentally or not, those cars were the hot sellers last month.

Volvo conducted a Twilight-themed sale 'Love at First Bite' around the same time the latest movie began in theatres. The C30, which featured in the first movie Twilight, enjoyed a strong month with 70 sales (up from 37 in October) and the XC60, used in New Moon, sold 201 units (up from 92 in October); although Volvo was quick to point out that the XC60 has been constrained by supply problems in recent months.

"We've had people walk in and say 'I want Edward's car,'" says Alan Desselss, Volvo Australia Managing Director, with a laugh. "Who's Edward?!"

And while the vampire story has been popular with younger audiences Desselss says it has helped get more potential customers, especially female buyers, into dealerships. According to Desselss that has been crucial because of a high strike rate for converting test drives into sales.

"Once we've got the bum in the seat, it's done," he says.

Another major bonus of the Twilight connection is the way it has helped Volvo break through a number of negative brand perceptions, particularly with younger audiences.

It all makes you wonder how long before other brands try to capture the vampire market...

Read the latest Carsales Network news and reviews on your mobile, iPhone or PDA at www.carsales.mobi