Buying a new car is expensive, so when major deals come along, it’s a pretty big deal. But there’s one deal very few people know about, despite the fact that the offer has been around since 1954, and that’s Volvo’s Overseas Delivery Tourist Experience. On the surface, the premise isn’t unheard of – order a car from the US, go to the factory in Europe to take delivery, and pay handsomely for the privilege to do that – but Volvo’s seems to be stacked with value with a 5% discount on MSRP plus a free vacation thrown into the mix.
At the global media drive of the vastly updated XC90 in Denmark and Sweden, CarBuzz spoke to Volvo’s Russell Datz about the program, and why it’s the best-kept secret more people should know about.
A 5% Discount + A Free Holiday
The European delivery concept isn’t new, but it’s typically associated with Ferrari, Porsche, and the like, while Audi and BMW both did away with their equivalent programs several years ago. But while those automakers charge you extra for the experience – Porsche charges $2,500 for the 2025 model year – Volvo gives you a 5% discount on your MSRP. Sound too good to be true? Wait, there’s more.
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In addition to this discount, Volvo includes two economy class roundtrip tickets to Gothenburg Sweden, and puts you and your partner up in a hotel for two nights while you’re in Sweden to collect your car from World of Volvo. You then take delivery at the Volvo mothership and get the opportunity to drive your new car around Europe for as long as six months before Volvo ships it to the US for you.
No Catch, But Not A Complete Giveaway
The value of the flights and hotel stay means you’re walking away with the deal of a lifetime. So what’s the catch? Technically, there is none, but where Volvo recoups some of the money is in the extras you may opt for. When you choose this delivery option, Volvo’s concierge service helps tailor the experience for you, with the option of factory tours and a variety of driving experiences like a trip to Lapland or the Swedish archipelago. Those no doubt come at extra cost, and if you’re already opting for this experience, you’re likely not wanting to stay in Sweden for only two days driving your new car around Gothenburg city.
This is meant to be a complete experience, and legally, you can drive your new car for up to six months before it has to be shipped to the US. If you miss this deadline, you’re eligible for Swedish VAT and tax, so it’s not exactly a deadline you want to play fast and loose with.
The Hidden Benefit For Volvo
Despite there being seemingly no downside to the Overseas Delivery Tourist Experience, a surprisingly small number of Volvo buyers opt for it. According to Russell Datz, National Media Relations Manager for Volvo Car USA, approximately 1,000 American buyers sign up for this annually, representing less than 1% of customers (Volvo sold 128,700 cars in the US in 2023). “It’s not as many as I’d like,” Datz says, “it’s less than 1%.” But, he then revealed something interesting. Buyers who take European delivery of their new Volvo almost always come back.
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“What’s most impressive is the customer retention. Almost every customer who takes European delivery buys another Volvo as their next car.”
– Russell Datz, National Media Relations Manager, Volvo Car USA
There are two ways this could be viewed. Either those 1,000-odd buyers are die-hard Volvo fans who would’ve bought another Volvo with or without the European delivery option, or they’re so impressed by the experience that they buy into the brand wholeheartedly. If it’s the latter, it’s a superb way to earn brand loyalty. Now Volvo just needs to find a way to convince more than 1% of its buyers to take advantage of the experience.
Volvo Models Eligible For European Delivery
*Models accurate at time of writing, as per Volvo
