Volvo Car UK Is Named Official Automotive Partner Of Hard Rock Calling

MARLOW, UNITED KINGDOM – April 16, 2010: To celebrate the UK arrival of the all-new Volvo S60, Volvo has teamed up with Live Nation’s Hard Rock Calling Festival to become the events’ Official Automotive Partner. Taking place from 25-27 June 2010 at London's Hyde Park, Hard Rock Calling has already announced Pearl Jam, Stevie Wonder and Paul McCartney as the headline acts.

Hard Rock Calling will also see the all-new Volvo S60 making its UK debut. The all-new model will be on display throughout the three day music festival for visitors to take a closer look at its new coupe-like design. As the official Automotive Partner, Volvo will also be providing a shuttle service for guests and VIPs in branded Hard Rock Calling Volvo cars.

"Our Hard Rock Calling involvement further cements Volvo's relationship with the UK music scene which began back in 2008 with the C30 Festival Moments campaign and, more recently, includes our partnership with Snowbombing 2010," commented Peter Rask, Managing Director for Volvo Car UK. "Hard Rock Calling also provides us with a great opportunity to showcase the all-new Volvo S60 to an audience who are happy to let their hair down and embrace their "naughty" side."

‘The Volvo S60 is a car that makes a statement – and what better place to debut that statement than in the environment of Hard Rock Calling and its perfectly matched audience of stimulated and engaged festival attendees. This will be an eye-catching addition to the festival and will blend effortlessly with the fans enjoyment of the shows.’ Simon Lewis, President – Marketing Partnerships International.

Further information on Hard Rock Calling and to purchase tickets please visit www.hardrockcalling.co.uk