Volvo XC90 First Edition: The First Car In History to be Sold Exclusively Online

September 1st, 2014

Lookers Colchester, the Volvo dealer in Cowdray Avenue and headline sponsor for the Essex Digital Awards, is to take part in selling a limited edition vehicle exclusively online this week.

The All-New Volvo XC90 First Edition will become the first car in history to be launched and sold via a website only.

In total, 1,927 of the limited edition cars – which will boast a uniquely numbered and distinctive badge on the tailgate – will be manufactured by Volvo to mark the year the Swedish carmaker was founded, some 87 years ago.

With a recommended retail price of £68,785 on the road, the seven-seat SUV is described as the most important car in the firm’s recent history.

It will be powered by a choice of two high-performance Drive-E four-cylinder powertrains from Volvo Cars, the supercharged and turbocharged petrol T6 and the twin-turbo charged D5 diesel, both are automatic transmission.

The launch models also feature an onyx black exterior, eight-spoke, 21-inch alloy wheels and nappa leather seats in amber, a charcoal leather dashboard and walnut inlays.

The Internet sale – which will take place through on Wednesday, September 3 at 3pm (GMT) – is the first of many examples of digital innovation brought to the UK by Volvo.

A number of the cars will be delivered to Lookers Volvo Colchester, which teamed up with the EDAs in August.

Miles Alvis the Franchise Manager of Lookers Volvo in Colchester, revealed he is “extremely excited” to be involved in pioneering digital work.

He said: “The anticipation for the launch of the all new XC90 has been building for some months now.

“We have seen a marked increase in customer enquiries via digital mediums looking for details of price and specification.

“Given how advanced this car will be, not only its safety features but connectivity, reduced emissions, improved performance and top class equipment it does seem only right that the car should be launched via a digital online platform, the car is groundbreaking and so is the launch process.

“The owners of this all new car can expect a new level of quality for Volvo, not only for its standard features but its performance, improved MPG and the materials used in its production.

“It’s very exciting for us and we look forward to delivering the first of these editions early next year.”

The move follows the success of Lookers in Colchester, who scooped the “Online Marketing Campaign” Gold Award for their “Kronika” magazine at the inaugural EDAs event in April.

Debbie Hunt, Lookers Divisional Corporate Sales Manager, who looks after business centres across Essex, Herts and London, has described the alliance with the EDAs as “really exciting”.

She added: “Forging this partnership was an easy decision for Miles and I to make.

“Volvo is a brand that leads the way when it comes to new technology and progression, and similarly, the Essex Digital Awards have led the way in developing a great platform for the digital talent and creativity within Essex to showcase on.

“We can’t wait to see who enters this year and who the award winners are for 2015.”

The news follows an announcement by EDAs organisers Premio64 in July that the 2015 Winners’ Evening will be held at Weston Homes Community Stadium, the home of Colchester United Football, on April 23 next year.

Iain Johnson, from Premio64 added: “We are absolutely thrilled to have a first-class operator like Lookers on-board with the Essex Digital Awards.

“It’s so pleasing to witness the natural evolution of Lookers from an award winner last year to an official partner this year.

“We have been discussing a number of very exciting ways of working together in the months ahead and with Lookers delivering an integrated online marketing strategy to promote some of the most technologically advanced and business compatible cars in the world, I think this is a match made in heaven.

“And being involved in launching an Internet-only sale of a fantastic-looking new car model show that’s very much the case.”

Entry for the EDAs 2015 will open on September 1, 2014 and the online application process is free. There will be Gold, Silver and Bronze prizes in 10 categories and any organization that operates within Essex is eligible to enter.

The winners will be selected by an independent panel of judges including experts from the digital arena and members of the media.

As one of more than 100 car dealerships within the Lookers Group across the UK Lookers Volvo in Colchester has signed up to become ‘Headline Sponsor” for the scheme, which promotes businesses, charities and schools for their online achievements. For more information about Lookers Volvo visit

EDA18 Sponsors and Supporters