Volvo shows the EX60 driving non-stop on stage

A car that does not stop

On the evening of 21 January 2026, Volvo Cars presents the EX60, a fully electric mid-size SUV, at Artipelag in the Stockholm archipelago and broadcasts the reveal live from Sweden.^1,2 The stream starts at 18:00 CET.³ The event, created by AKQA with Volvo Cars, rests on a single visual idea: for the whole show, the car appears to drive without stopping.^1,4 AKQA positions the campaign against range anxiety, and the EX60 offers up to 810 km on a single charge in its top variant.^1,2 By keeping a car in permanent motion, the reveal turns range into something the audience sees rather than reads.

Engineering an illusion

The car does not actually leave its place. It runs on customised robotic, motion-controlled rims, while three turntables and a purpose-built 26-metre screen create the sense of travel.¹ On the surrounding LED screen, environments digitally crafted from Swedish landscapes move in sync with the car.¹ The stage is built with AKQA's Universal Design Studio, the studio FutureDeluxe and Volvo Cars engineers.^1,4 FutureDeluxe's LBB entry describes a colour palette taken from Swedish natural landscapes and notes the scale of the work: "Some of the landscapes took over two hours a frame to render", with the full sequence amounting to well over a terabyte of data.⁵ Guests see the car pass through tunnels, mountain landscapes and an urban cityscape, after a performance by the singer-songwriter José González.⁶

AKQA describes the effect as the illusion of a stationary EX60 that appears to "literally never stop".⁷ The setting adds a second layer of meaning. A gallery instead of a convention hall frames the car as an object of design, and the D&AD awards archive describes the launch as an experience presenting the EX60 as a "moving sculpture".⁸ The Swedish landscapes on screen connect the product to its origin: the EX60 is Volvo's first fully electric car designed, developed and built in Sweden.⁹

The same claim in figures

Volvo's press release from the evening is titled "The car that changes the game, meet the new, all-electric Volvo EX60".² It states that the EX60 "ends range anxiety" and "turns range anxiety into range comfort", and adds that the car can gain up to 340 km of range in 10 minutes at a 400 kW charger.² Håkan Samuelsson, CEO of Volvo Cars, puts the ambition in one line: "With this car, we remove all remaining obstacles for going electric."² He names the three levers directly: "The new, all-electric EX60 changes the game in terms of range, charging and price".² Stage and release make the same claim in two forms, kilometres and continuous motion, so the brand's central argument reaches viewers who never read the specification.

One shot, no cuts

The campaign film continues the logic. Directed by Filip Nilsson and produced by PINE, it is shot without a single cut and follows the EX60 through vast landscapes and urban environments.¹ It runs across social and digital, with shorter formats on TV, supported by OOH, DOOH, social and radio.¹ The hero film highlights the range of up to 810 km and fast charging of 340 km in 10 minutes.⁴ An uninterrupted take is the film equivalent of the uninterrupted drive on stage: the absence of a cut suggests the absence of a stop.

Alongside it, documentary films directed by Louise Whitehouse and Magnus Härdner through B-Reel go behind the scenes of Volvo Cars' manufacturing, its Safety Centre and its technology partnerships.¹ Creative Boom reads the campaign as an attempt to answer range anxiety with evidence rather than reassurance.⁴ Peter Lund, Chief Creative Officer at AKQA, says the launch "pushes the boundaries of what a car launch can be; stretching creativity and engineering to new heights."⁴ Spectacle and factory sit side by side, so the promise on stage is backed by a view of how the car is made.

Design kept understated

Nick Gronenthal, acting head of design at Volvo Cars, describes Volvo's design approach as "understated premium" and says its designs "have always been rooted in Scandinavian design."¹⁰ The reveal follows that register. The drama comes from motion and landscape, not from the car's surfaces, which keeps the launch close to the restraint the design team claims for the product.

From stage to road

The wording of the reveal carries into the following months. On 22 April 2026, Volvo starts production of what it calls the "game-changing" EX60 at its Torslanda plant near Gothenburg, after raising its 2026 production volumes the month before on strong European demand.⁹ Samuelsson says the company is "making sure this game-changing car will be a profitable growth driver in the coming years."⁹ On 16 July 2026, first customer deliveries begin in Sweden, and Erik Severinson, chief commercial officer at Volvo Cars, calls it "a huge moment for us and our customers".¹¹ The reveal itself receives a D&AD Wood Pencil in the Luxury category in 2026.⁸ From the first evening, the launch fixes one idea around the car: a Volvo that keeps going, from a brand that wants range to stop being a reason not to go electric.