The Volvo V90 arrived in the United States just recently through the North American International Auto Show in Detroit and according to the automaker, it is a vehicle that will make you want to spend more time outdoors and rediscover their passion in life.

Volvo cited a recent internal study it carried out wherein findings indicate that a majority of people want to spend time outdoors doing activities that they love including running, cycling, hiking among others. One of the primary reasons why people aren’t able to pursue those activities is that their work life takes up too much of their time. Volvo said that as six out of 10 people intend to spend more time pursuing activities they love and thereby live their passion.

That’s where, Volvo says, the V90 Cross Country comes in and through a new video ad campaign, the automaker is encouraging people to rediscover their passions and adventures that they once loved and prioritised. The campaign film, shot in and around Vancouver, Canada, follows four business professionals reconnecting with their loved ones and the passions of their past, leaving the city behind in their Volvo V90 Cross Country for surfing, fishing and nature photography trips.

Volvo has taken inspiration from the late British philosopher Alan Watts for its new campaign urging people to rethink their priorities in life, live more in the moment and rediscover their forgotten passions.

The imagery is contrasted by the iconic 1959 “Live Fully Now” speech by philosopher Alan Watts, in which he discourages people from living for future status, and instead encourages them to live in the moment and do more of what they love. The message is clear: “You Can’t Live at All, Unless You Can Live Fully, Now.”

“Most of us reach a point in life when we choose a career over being a ski bum or a surfer. For some people this can mean losing their sense of adventure as they settle into a comfortable life. This campaign reminds us that now is the time to reconnect with the people and passions we love so much and to live our lives to the fullest,” says Thomas Andersson, Vice President Global Marketing, Volvo Car Group.

“Without clichéd images of rural terrain or off-road capabilities, the V90 Cross Country is presented as The Get Away Car; a perfect enabler that helps people get away from their busy lives to reach that much-sought-after work-life balance,” says Thomas Andersson.

The V90 has received international praise for its combination of style and utility. Based on the new Scalable Product Architecture (SPA) and the new Volvo design language, the V90 will share interior design attributes with the award-winning XC90, such as the 12” Sensus Connect Touchscreen, open-pore wood trim and Nappa leather. Like the S90 the V90, drivers can expect the feeling of relaxed confidence and sedan-like driving dynamics with the storage capability of a crossover.

The V90 will be available with both T5 FWD and T6 AWD powertrains in either Inscription or R-Design trim. To provide a full range of options and personalization, the V90 will be sold exclusively as custom order vehicles starting soon via Volvo’s Online Concierge or Overseas Delivery. Both options offer unique buying experiences. Vehicles will be delivered to customers in summer 2017.

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Lawrence John is a senior editor at TopExaminer. He has worked in the retail industry for more than 8 years. He loves to write detailed product reviews.

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