Behind the scenes: Recreating a historical moment
On 14 April 1927, the first mass-produced Volvo car rolled off the production line at the Lundby factory in Göteborg. 85 years later, the picture that captured the birth of the Volvo brand was recreated. Here is how it was done.
At 10 in the morning on 14 April 1927, sales manager Hilmer Johansson drove the first mass-produced ÖV4 model through the factory gates in Lundby in Göteborg. To celebrate the occassion, the Volvo Group and Volvo Car Corporation decided to stage a photo shoot to recreate the historical scene, this time with Stefan Jacoby, President and CEO of Volvo Car Corporation, and Olof Persson, President and CEO of the Volvo Group, behind the wheel.
The project called for an ÖV 4 in mint condition, a good photographer and a crew of extras. Check out the gallery of behind the scene pictures.
The Volvo Group and Volvo Car Corporation are two companies with a long shared history. However, what was at that time one company began as a very unpromising project, because Volvo’s founders Assar Gabrielsson and Gustaf Larson had no direct experience of cars or the automotive industry.
During its first year of production, Volvo sold a very modest 300 cars. However, in the following year business really began to take off, when the company also started manufacturing trucks and buses.
In 1999, the Volvo Group sold its car business. Since then, the two companies have continued to grow in different directions.
Volvo Car Corporation is now in the premium segment and last year sold around 450,000 cars in 120 countries, with the USA as its single largest market.
The Volvo Group produces trucks under the Volvo, Renault Trucks, Mack and UD Trucks brands, together with buses, construction equipment, drive systems for marine and industrial applications and components for aircraft engines. With a turnover of SEK 310 billion, the Volvo Group is the world’s second largest manufacturer of heavy trucks and Sweden’s largest company. The group has production sites in 20 countries and sales organisations in 190.