The model cars from yesteryear can be divided into three categories: special products such as the Volvo 760 and 780 in hand-cut crystal, toys for young children, and hand-built collectors’ models. Some time during the 1970s, today’s more cohesive approach to advertising gifts was born – the focus would now be on lifestyle items that match the brand and its products. Volvo R-Sport created dedicated fashion catalogues to showcase its products. In the 1980s, more clothes collections were added, spotlighting the needs of different user groups such as sailors, golfers, tennis players and skiers. The 1980s also saw the start of a rather odd and short-lived side-trail – food. These were cartons filled with Swedish pickled herring in various flavours as well as choice chocolate gift boxes for connoisseurs. They were primarily intended as Christmas gifts.
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