VOLVO'S "BEAR FOOT" MISSTEP INTRODUCTION The Volvo car manufacturers in 1990, following a monster truck rally in Vermont, devised an advertisement to show the strength and safety of the Volvo station wagon. The actual event of 1990 was one whereby a monster truck which because of its size was given the name "Bear Foot", rode atop of the roofs of cars lined in its path, one of which was a Volvo. The oversized truck crushed all the …showed first 75 words of 1429 total…

…showed last 75 words of 1429 total…mechanisms in the filming of the commercials. One has to wonder now if Volvo is really learning from past experiences and question why they made the same mistake with the "Bear Foot" versus the Volvo wagon advertisement. We as consumers must sit back and wonder the next time we see a Volvo ad or any other advertisement for that matter, whereby a company boasts of its products superior strength, safety and reliability- "is that real?"