Volvo Unveils 'Cost Per Mile' Pricing Program

April 5, 2000 9:30 AM, EDT

LOUISVILLE, Ky. — Volvo Trucks North America is trying a new marketing strategy for selling its vehicles by “Cost Per Mile.”

	Volvo Trucks North America
	Volvo says its new program will help ensure a predictable cost of operation for the company's rigs.

It is a hybrid strategy — like a lease, but different; and similar to a warranty program — but more extensive, Volvo officials said at the Mid-America Trucking Show.

With Cost Per Mile, Volvo hopes to create long-term customers by taking responsibility for all maintenance and operating costs. The company has been evaluating the offering for two years.

“The important consideration for a truck buyer is not price, but cost of operation,” Marc Gustafson, chief executive officer of Volvo North America, said during a March 24 interview.

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