Göteborg, Sweden – In response to the growth of film and video communication on the Internet, Volvo Car Corporation is now launching its own YouTube channel.

“The general media power shift we are seeing today is making it more and more essential to get our message across to all of the people with an interest in our cars – you could call them publicists – who pass it on to others in turn, via their blogs and online communities,” said Peter Ganjbar, Manager, Public Affairs. “We are also seeing the world’s major media groups forging links with new forums on the Internet to maintain the flow of traffic to their sites. This is a very interesting development for customers, dealers and everyone else with an interest in Volvo Cars.”

Volvo said that using YouTube as a strategic communication partner was the obvious next move in adapting to true globalization, a world in which speed and simplicity can easily get a step ahead of quality. With amateurs, professional TV productions and commercials coexisting, the phenomenon has made many companies and organizations think hard about the way they should approach a seemingly chaotic media landscape.

“Viewers are never fooled,” Ganjbar said. “It is important to say who you are. YouTube is, in effect, a ’self-policing’ medium. So we will be making it perfectly clear that everything published on ‘Volvo Car News’ is official and authentic material, produced by Volvo Car Corporation.”

The channel will carry everything from commercials and PR productions, to television documentary material, and can be found at Volvo Car News.