Volvo Trucks

How a Truck Launch Rewrote the Playbook for an Industry

Volvo Trucks North America was gearing up to launch its highly anticipated Volvo VNL truck model across the U.S. and Canada—their most significant launch in 27 years. To resonate with today's tech-savvy trucking industry, VTNA partnered with Code and Theory for a comprehensive reimagining of its digital experience to match the innovation and ambition of its newest trucks.

In an industry typically characterized by slower adoption of technological advancements, Code and Theory helped Volvo Trucks shatter the mold with the redesign and digital reveal of their flagship VNL long-haul truck.

Impact

  • +350% Visitors at launch
  • +108% Page views post-launch
  • +991% Configurator builds post-launch
  • Gold Winner for Websites in ANA Ace Awards
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A digital reveal built on form and function

At its core, the project started with a simple ask — introduce Volvo Trucks North America’s biggest product launch in two decades by transforming its website into a digital showroom for the all-new Volvo VNL.

That simple web design project quickly evolved into a multi-media campaign, inclusive of influencer marketing, a social media campaign, and a keynote digital reveal delivered by Volvo Trucks’ President — all driving customers to a state-of-the-art website that guides them through an informative, immersive journey showing what life will be like on the open road.

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Serving the next generation of truckers

What comes to your mind when you think about a long-haul truck driver? Whatever you're thinking — rethink it.

The next generation of truckers are both digitally and technologically savvy. For their life on the road, often living inside their truck for days at a time, they demand a connected, comfortable, state-of-the-art environment.

This innovative VNL truck (and now digital experience) serves their every need.

Volvo Trucks 2
This new digital experience leapfrogs us years ahead of our competition much like our vehicles. The bar was high and Code and Theory created a digital presence that soared even higher.
Will Bender | Digital Communications Manager, Volvo Trucks
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A snapshot of the Volvo Trucks design system

Giving truckers the keys to customize

We knew the only way today's tech-savvy truckers could appreciate the full power of the all-new VNL redesign (short of a test drive) would be to build one themselves. Our state-of-the-art configurator is a uniquely customizable interactive experience for all industry audiences— drivers, owner-operators and fleet managers alike.

The configurator is a critical tool in how Volvo Trucks is building a path to a new paradigm in user education and conversion, and the numbers don't lie: in the first six weeks after launch, the VNL configurator had 950 submitted builds, compared to 1,045 — in all of 2023.

Mirroring the in-person experience, customers start from the outside of the truck and work their way in — selecting their preferred paint colors, trim details, all the way down to which reclining bed and amenities packages best fit their needs. All this lives in a hyper-realistic 3D setting, rendering thousands of configuration variations in seconds. Any configuration can be saved, shared, socialized, or sent to a dealer for continued engagement ahead of the trucks’ availability for purchase.

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The launch of a lifetime

Volvo Trucks heavily invested in this effort because the VNL matters deeply to its business and brand, accounting for the bulk of Volvo Trucks North America’s sales.

Our year-long partnership was a meticulous design, strategy and communications effort to ensure the all-new VNL launch made a massive impact — and our inaugural digital-first launch did not disappoint. We set new records for visitors and engagement on launch day in January 2024. Since then we've sustained that momentum with website users and views (+108%) through our ongoing communication strategy.

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In 1996, Volvo Trucks introduced the original VNL: a truck designed with a groundbreaking aerodynamic form for increased long-haul fuel efficiency. In 2024, Volvo Trucks trusted Code and Theory to help them not only launch the newest VNL, but to rewrite the playbook.

Our partnership proved that premium is more than just a product; with a layered Volvo Trucks campaign that became a stepping stone into the future of what the heavy-duty truck and transportation industry holds.

Experience it yourself at volvotrucks.us.

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