Volvo and Joel Morrow Showcase Revolutionary Truck Designs with Real Truckers

What if a trucker designed a truck? Volvo Trucks North America put rubber to the road with famed trucking efficiency guru Joel Morrow to find out; showcasing the revolutionary results with real truckers.

Joel’s nearly five-million-mile journey in search of a better driving experience and improved fuel efficiency helped Volvo Trucks create the new Volvo VNL with I-Torque - a unique powertrain solution enabling the truck to operate optimally with up to a 31% increase in fuel efficient speed range, achieving up to an amazing 8.5 miles per gallon at 55-85 mph.

“When it came to creating a truck that’s fuel efficient and powerful, we wanted to work with a trucker who truly gets it,” says Fredrik Klevenfeldt, director, brand marketing communications at Volvo Trucks. “With four and a half million miles on the road, and a passion for efficiency, Joel Morrow made perfect sense.”

Created with its agency of record Baldwin&, Volvo Truck’s four-part social series features eclectic trucking influencers like Sharae Moore, founder of She Trucking, driving alongside Joel. Entitled ‘No Compromise,’ the campaign teaches people about I-Torque’s unique combination of power and efficiency in a compelling, human way.

“Feedback from some real drivers would be great,” says Joel in episode two of the video series, as he takes former trucker and Sirius XM Radio host Tim Ridley on a ride to meet up with some of Tim’s radio listeners. The fun banter focuses on the benefits of Volvo’s trucker-designed trucks such as having a truck/office with stellar views and early retirement dreams inspired by calculations on fuel savings.

In addition to revealing genuine reactions of trucking micro influencers, the video series brings to life I-Torque’s best-in-class fuel efficiency and performance with a wider range of speed to connect with truckers in a fun and authentic way. 

“We knew this combination of power and efficiency would change things for drivers, but seeing their genuine reactions has been amazing,” says Will Bender, Volvo Trucks Brand marketing manager. “It’s fun and rewarding to see the significant impact I-Torque can have on real drivers’ lives.”

The ‘No Compromise’ campaign is launching across social platforms such as YouTube, Google, Facebook, Instagram, LinkedIn and Reddit.