#VolvoTrucks

While North America awaits Tesla Motors’ electrified big rig, the rest of the globe’s manufacturers are working on battery driven commercial vehicles of their own. These vehicles may not be able to match the Tesla’s size or ability to do burnouts, but their existence shows companies are taking electrification seriously.

FedEx, which has already reserved a handful of the Tesla trucks, bragged it would soon deploy Navistar-sourced electric trucks way back in 2010. However, with the exception of ultra-dense urban environments and shipping hubs, these units haven’t see a lot of action. For the most part, the addition of zero-emission vehicles seem like a good way for companies to virtue signal and test the feasibility of such a platform in a commercial setting. For example, UPS issued a press release in February saying it wanted to develop 50 battery electric vans that might someday replace its fleet of 35,000 gasoline- and diesel-powered vehicles.

Still, there’s momentum building behind alternative energy vehicles in the commercial sector. Daimler-owned Mitsubishi Fuso Truck and Bus Corporation started the slow rollout of its eCanter courier truck last September. It probably won’t break any sales records for the brand, but it does show manufacturers’ desire to not just develop, but sell these things at a meaningful volume — and it’s soon to be followed by Volvo Trucks’ brand new FL Electric.

Do you remember the last Volvo commercial you saw? Or any Volvo commercial?

If the answer is “no,” you clearly haven’t seen the videos offered up by Volvo Trucks, which somehow manage to make 18-wheelers seem as alluring as a two-seat droptop. By staging stunts that compel viewers to seek out a heavy truck license, the company’s online videos have given the truck maker a strong media presence and plenty of word of mouth.

It’s too bad that Volvo Cars (long since snatched from under the Volvo Group corporate umbrella) can’t do the same thing.

You’ve probably seen the video that Volvo produced with actor and martial artist Jean Claude Van Damme performing one of his famous splits, while perched on the side mirrors of two Volvo semi trucks demonstrating Volvo Trucks’ “Dynamic Steering”. The video quickly went viral in the automotive and general worlds, with millions of people seeing it in the first few days after release. Now some Swedes are wondering if the timing of the video’s release was calculated to deflect attention from layoffs at the truck maker. Right around the same time that the video was going viral, it was announced that 380 temporary workers will be laid off from Volvo’s plant in Umeå, while another 100 jobs will be lost at Volvo Powertrain in Skövde .