We reported shortly after the all-new Volvo XC90's launch in August that the Swedish carmaker was going to sell 1,927 First Edition units that would be distinctly designed to set it apart from the regular model. We also reported that the First Edition units would only be available for purchase online at www.volvocars.com starting on September 3.
Well, that date has come and gone, and, according to Volvo, all 1,927 First Edition units were sold out in just 47 hours. At its peak, as many as seven units were reportedly sold every minute.
"We are very pleased, but not really surprised," said Volvo Cars senior vice president for marketing, sales and customer service Alain Visser. "The huge interest in the XC90 escalated to astronomical levels after the world premiere last week. The first buyers signed up for their favorite number in milliseconds. The rapid response confirms that the XC90 is a truly iconic car model. The First Edition will be a collector's item in the future."
Do you believe this to be a legit sales accomplishment, or is this merely a marketing gimmick?