Volvo car to glide into India

INDIA DEBUT: Volvo will launch its first car in India by December this year.

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High-end carmakers are revving up their India plans. These companies are sprucing up their image to carve a niche in your mind.

The famous Volvo Ocean race will come to Chennai in December next year for its first India stopover. That is not because of demand from watersport enthusiasts but for Volvo to connect with its customers.

Volvo will launch its first car in India by December this year, in competition with brands like BMW, Mercedes Benz and Audi.

Managing Director, Volvo Car India, Paul de Voijs said, "Looking at two previous races, we have seen that there's fantastic image building associated with leisure activities. It very well coincides with the mentality and activity that our customers have."

Before Volvo brings its boats, BMW will showcase its art cars. It will exhibit two cars from a treasured art car collection in Mumbai's Jehangir Art Gallery in September this year.

And in December, Daimler will host the world finals of its Modialogo Engineering Contest in Mumbai in December this year. That is a global initiative with UNESCO inviting students to share ideas on development promotion and eradicating poverty. Sixty Indian teams will participate. All these activities will be held in India for the first time. And the carmakers hope they will have driven firmly into your heart and mind.