Best automotive event 2019: C&IT Awards

Line Up's Volvo Drive Lab, Madrid

The Volvo XC40 Drive Lab is a recent mega, launch event, staged over 7 weeks in Madrid. Our sister company, Line Up, produced and managed the event for Volvo.


The event launched Volvo’s first foray into the small SUV segment. A car for a new generation. Tech savvy. Eco-conscious. Social. And, attracted to a human brand. The target audience was Volvo’s car dealers from across Europe.


Volvo co-developed this innovative SUV with their Chinese parent, Geely, a major multinational in the automotive space.


The event involved an inspiring city ride and drive experience, showcasing the car’s agility and benefits in a busy urban environment. Briefing workshops, presentations and hospitality were all part of the experience and staging.


Both the XC40 model, which is built out on Volvo’s new compact platform, together with the content and conversations this event promoted, also flags Volvo Group’s audacious push towards hybrid, and eventually, a fully-electrified range.

Further reading