LONDON – To mark the launch of the new V60, the contemporary iteration of its premium mid-sized estate car, Volvo Car UK is celebrating the rich diversity of the modern family with new “family parking” signage designs.

The trial, conducted in partnership with Westfield London in Shepherds Bush where the new icons can be seen, aligns with the theme of Volvo’s TV advertising programme for the V60 – “The New Family Model”, which launches on 9 July. Over the years, the definition of family has evolved, hence the icons profile different examples of family within society, including same-sex couples, single parents and nuclear families.


Mike Johnstone, Marketing Strategy Director, Volvo Car UK, said: “The introduction of the new V60 gives us the ideal opportunity to celebrate the modern family in all its guises. As the contemporary iteration of our mid-size family estate, the V60 perfectly reflects our human-centric approach to car design which aims to make its owners’ lives easier and safer.”

Prospective customers will be able to see the new V60 in real life at Westfield London between Friday and Sunday July 6-8, as well as take test drives with their own families. Families will also be able to have photos taken for a special billboard at the venue, as well as an image for them to share via social media.

Volvo estate cars have a worldwide reputation as definitive family transport, combining safety and reliability with versatile and ingenious designs that are both practical and appealing. Just as families have evolved over the years, the new V60 – which was revealed outside a family home in suburban Stockholm earlier this year – is packed with advanced new features and technologies that meet the evolving demands of modern family life.

These include multiple connectivity options for the family, including Apple CarPlay and Android Auto which mirror the user’s phone screen on the car’s nine-inch portrait touchscreen. In addition, a Wi-Fi hotspot means that the whole family can access content via their mobile devices. Meanwhile, Volvo’s semi-autonomous Pilot Assist system eases the demands of long motorway journeys and heavy traffic with automated braking, acceleration and steering support.

Environmental efficiency is also prioritised, with scheduled new electrified powertrain options for the V60, including T6 Twin Engine and T8 Twin Engine plug-in hybrid models. Not forgetting the essential practicality required for a family estate car, the V60 has the largest boot in its class, offering up to 529 litres even when all the seats are occupied.

Keeping families safe is a Volvo hallmark, and the new V60 features the latest iteration of the firm’s City Safety technology, which uses camera and radar scanning of the car’s surroundings to mitigate against collisions with other vehicles, pedestrians, cyclists and even large animals. This innovation supports progress towards Volvo’s vision that no one should be killed or seriously injured in a new Volvo car from 2020.

The new Volvo V60 will launch in retailer showrooms across the UK on 14 July. Customers can book their place at

Project name: Volvo Family Icons
Client: Volvo, Georgina Williams: Head of Marketing, Terissa Wingfield, Product Marketing Manager, Ben Foulds: Media Relations Manager
Joint CCO: Vicki Maguire
Creative Director: Joseph Ernst
Senior Creative: Sam Haynes
Senior Creative: John Gibson 
Agency producer: Georgia Totvanian
Creative producer: n/a
Planner: Charlie Brenninkmeijer
Media agency: Mindshare
Media planner: n/a
Production company: Town Productions
Director: Coral Brown
Editor: Michele Difrancesco
Producer: Rosa Junkovic
Designer: Ade Hopkins
DOP: Felix Schmilinski
Post-production: Greyworks
Chief Client Officer: Jeremy Pyne 
Business Director: Tim Rogowski
Account Director: Max Arkell 
Account Manager: Georgie Bowie 
Account Executive Zoe Coleman