But Pirates Don't Drive SUVs, Do They?

You might be wondering why Volvo didn’t cross-promote with Disney’s other summer blockbuster, Cars, instead of an adventure set several centuries before the Swedish carmaker designed its first chassis.

But to Volvo and Disney, it all makes sense. Asked what an SUV has to do with a swashbuckling period adventure, Linda Gangeri, Volvo’s national advertising manager, said: “What can one be assured of in every pirate movie? Buried treasure. And the XC90—which is a family vehicle—that’s our most valued treasure.”