Route EX90

Insight

Time for the rubber to hit the road.

After almost a decade of development and years of testing, Volvo Cars’ new flagship electric SUV, the Volvo EX90, was ready to be released to eager customers. But up until now, the car had only been shown in controlled environments, under test conditions.

To prove the EX90’s capabilities and showcase its class -leading features in a real-world setting, it was time for one final test.

A white SUV drives down a winding desert road at sunset, with rocky formations and open landscape in the background under a partly cloudy sky.

Idea

3,000 miles. 10 states. 1 epic road trip.

A cross-country journey from the factory floor in Charleston, where the EX90 is made, to the crashing waves of California and into the hands of tech leaders who contributed to the category-defining SUV.

Captured in a 25-minute documentary, Route EX90 tells the story of the car’s 3,000-mile maiden voyage across the United States and is proof that you can easily drive across America in an electric car.

Shot over seven continuous days with an ensemble cast of employees including Volvo Cars former CEO Jim Rowan, the film is a testament to the capabilities of the latest generation of EVs and a significant milestone in Volvo Cars’ electrification journey.

Aerial view of a car driving along a curved road bordering rocky, reddish terrain and sparse vegetation in a desert landscape.

A real test.

The journey wasn’t just about reaching the destination; it was about testing the capabilities of the safest, smartest Volvo ever made in the most human way.

Amidst breathtaking landscapes and unexpected challenges, the EX90 proved its reliability and efficiency, showcasing the car’s potential to revolutionise how we travel.

Product storytelling, documentary lens.

Each leg of the journey presented new opportunities to test and demonstrate the EX90’s class-leading features, from its super fast charging architecture to its high fidelity audio system.

The cast’s organic use of the car’s features was seamlessly woven into the long-form film as well as forming a suite of feature-specific short films that played out across paid media and Volvo Cars’ owned channels.

A winding road curves through dense green forested hills under a partly cloudy sky, with a single car driving along the roadway.

A car in the foreground with two people inside, driving down a lively city street lined with colorful neon signs and tall buildings at sunset. Crowds walk along both sides of the street.

Four people set up a rooftop tent on an SUV parked on a hilltop, with mountains in the background under a cloudy sky. Another car is parked nearby, and the group appears to be preparing for camping.

In the driver’s seat.

The EX90 was created in collaboration with some of the world’s leading tech brands.

To celebrate their partnership and highlight their contributions to the car, Jim Rowan visited each partner on the West Coast for a test drive and a discussion on the future of automotive technology.

These conversations formed part of the main film as well as stand-alone films created specifically for an industry audience.

Impact

A new category of branded content.

Combining documentary, employee advocacy and thought leadership, Route EX90 provides unprecedented insight into the story behind the car by the people who made it.

Premiering on YouTube to a live audience, the main film continues to amass thousands of views online with supporting films and still assets rolling out across Volvo Cars’ social channels.

Watch Route EX90