Volvo's new model thanked passing highway traffic for powering its motor

To market the new hybrid automobile XC90 T8, Volvo hijacked a section of a California highway.

To prove that power can come unexpected sources, the highway road was outfitted with a mat containing tubes filled with water. When a passing car (from a competitive brand) put pressure on the mat by driving over it, the water was set in motion and could be harnessed for electric energy to charge the hybrid Volvo model. To let passersby know that they had contributed to charging the Volvo, an electric sign thanked the cars in passing.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in