Volvo Trucks has launched its new range for the Middle East and North Africa (MENA) region.
The unveiling took place against the glittering backdrop of the Yas Marina Circuit in Abu Dhabi.
In an event that is being billed by Volvo as the biggest truck launch ever held in the MENA region, the Swedish manufacturer is simultaneously introducing three completely overhauled models to the market: the Volvo FM, the Volvo FMX, and the Volvo FH.
“We don’t launch trucks that often, but when we do it, we do it really big,” quipped Volvo Trucks Middle East president Lars-Erik Forsbergh during his presentation at the media launch. “The full range at once. I would say that this is the biggest truck launch that’s ever been done here in the Middle East; a truly memorable event and something that we are really happy to share with you.”
Each new model has been redesigned to cater to a specific market segment. The Volvo FM, for example, might be seen as the workhorse of the range, offering fleet operators a safe pair of hands.
“The new Volvo FM is a remarkable truck,” explained Forsbergh. “It takes reliability to the extreme. And as you will see, with this truck, productivity has no limits. It’s the best truck in its class at the moment.”
The FMX, meanwhile, is a close relation of the FM, but with the emphasis on robustness. The truck has been designed to cope with challenging off-road terrains such as those commonly found on construction sites across the MENA region.
“This truck goes everywhere,” Forsbergh commented. “It has been tested in Oman, in Saudi Arabia – in the roughest, most demanding off-road conditions you can imagine.”
Completing the new range is the Volvo FH: a long-distance hauler that has been built with economy and comfort in mind.
“It’s a revolution in design,” said Forsbergh. “It makes a really strong statement of success and pride. In every way, this truck is at the forefront of handling, driver comfort, safety, and efficiency.”
Last night’s media unveiling, however, wasn’t a mere showcasing event. Today, journalists from across the MENA region will be given the chance to put the new trucks through their paces around the Yas Marina Formula 1 track and on a specially designed off-road course. During the course of the next week, the Swedish manufacturer’s regional partners and their customers will also be attending the Yas Island launch, including Volvo Trucks’ UAE distributor FAMCO.
You can check out the March issue of PMV Middle East for full, in-depth coverage of the launch event, but if you can’t wait that long, there’s no need to worry. ConstructionWeekOnline.com will be bringing you its initial hands-on impressions later this week.
In November last year, Hollywood actor Jean Claude Van Damme helped promote the new Volvo FM range with a daring stunt. The video, called The Epic Split (below) features Van Damme balancing between a pair of Volvo FM trucks speeding in reverse. He rests a foot on each mirror and does the splits in dramatic fashion as the gap between the trucks widen.
