A 1979 Magazine Ad

1979 Volvo Ad

Cleaning out my garage the other day and I found an old ad I did for Volvo. I’m sure most of the people reading this do not remember the Volvo 242 GT; it was a hell of a performance vehicle. In the late 70’s Volvo had the reputation of a stogy old man’s car (kind of like today’s Volvos) – at the time my school was sponsored by Volvo – we were asked to conduct a  product testing and comparisons program for the Volvo engineers and some people from their ad agency. We were testing the 242 GT against vehicles like the brand new (at that time) BMW 3 Series.

The results of the tests and some comments I made, brought about this ad, the ad appeared in all the Car Magazines. It even made it into the News Weeklies and some other none automotive publications. The ad came out in 1979.

 When the ad guys and engineers were driving through the Lane Change most of the cars were having a difficult time getting through without hitting anything, and were breaking loose at speeds that the 242 GT had no trouble with. Just as we do today (31 years later) we measured the other vehicles handling numbers and compared them to the measured numbers of the Volvo GT. The GT’s numbers were 13 to 15 % higher than all the other cars being tested.

 One comment made by an ad agency guy was “These other cars are exciting to drive”.  My comment was “If you think that’s exciting – drive a Pinto through the Lane Change” My other comment was “ When compared to the BMW the Volvo GT handles better than cars that are known for handling ”. That’s where the tag line came from. It was a classic case of mistaking adrenalin for handling. Just as today when students drive around a race track or through a lane change, without being tested and measured, they mistake adrenalin for education. 

 By the way for all you old racers the picture and test were done at Bridgehampton Raceway on Long Island.