2004 Volvo XC90

DEARBORN, Mich. – Beginning next year, Volvo XC90 buyers are not only going to get an award-winning sport utility vehicle, but also an invitation to participate in Volvo's new interactive behind-the-wheel program.

Volvo Cars of North America, LLC (VCNA) has announced the launch of its "Drive for Life - Owner Experience" program, developed in conjunction with the Volvo Security Driving Academy in Sweden and Skip Barber, the recognized global leader in automotive education and performance driving schools.

An innovative new approach to improving driver awareness and the first program of its kind to be offered exclusively to SÚV purchasers, the Owner Experience program minimizes classroom instruction and maximizes driver seat time behind the wheel to teach drivers how best to use the XC90's active safety systems and how to respond during accident avoidance situations.

It's the same kind of "you think and then you build" philosophy that resulted in five automotive world's firsts in Volvo's award-winning XC90, including Roll Stability Control – the first anti-roll system introduced in an SÚV.

"As Volvo continues to develop vehicle safety, we feel the Drive for Life - Owner Experience is a logical next step. And that next step begins with the person behind the wheel," says Thomas Andersson, executive vice president of marketing, VCNA. "Every owner of a new Volvo XC90 will be invited to experience, first-hand, all of the technology the vehicle has to offer and to help them avoid an accident in the first place."

"We pride ourselves on building safe cars. This program, however, is developed to improve driver behavior, which is integral to safety on the road," says Vic Doolan, president and chief executive officer, VCNA. "Very few consumers have the opportunity to test vehicle control and understand their vehicles' limits in a controlled environment. This program addresses the final frontier of road safety – the driver."

The Drive for Life - Owner Experience will be initially available in five regional locations at no additional charge with the purchase of any new XC90: Laguna Seca (northern California); California Speedway (southern California); Road America (Wisc.); Daytona Beach (Fla.); and, Lime Rock (Conn.).

Source - Ellen Akins | Ford Communications Network