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What
is the ideal age to teach children about automobile safety?
(December
29, 2003)
'Future
Driver' program targets 3 to 13 year olds
| What is the ideal age to
teach children about automobile safety? If the multi-year
marketing partnership between Volvo Cars of North America (VCNA)
and LEGOLAND California is any indicator,...then even beginning
with pre-school is not too soon. |
According to the agreement announced
today, Volvo Cars, the recognized leader of safety in the auto
industry, will partner with LEGOLAND California to bring messages
of driving safety and awareness to the California theme park's 1.3
million annual visitors. |
"At Volvo, we pride ourselves
on building safe cars, however we're also beginning to focus on
other aspects that are integral to safety on the road: the driver,
and the passengers," said Vic Doolan, president and CEO of
Volvo Cars of North America. "By encouraging safety as a
learned behavior at an early age, we all benefit. LEGOLAND, and
its target audience, is an ideal fit for influencing future
drivers, as well as current ones, through their children." |
Two specific LEGOLAND® programs are
already underway: The Driving School (ages 6 to 13) and the Jr.
Driving School (ages 3 to 5). These popular park attractions offer
children the opportunity to drive electric-powered vehicles made
to look like LEGO bricks within the controlled environment of the
drive course. The rules of the road are emphasized, as well as
good safety habits such as buckling up seatbelts. As part of the
partnership, the schools will be bear the Volvo name. |
"We specialize in family
education and entertainment," said John Jakobsen, president
and GM, LEGOLAND California. "Our partnership with Volvo,
brings the type of quality and reputation that our visitors expect
from their experience in the park. We could almost consider our
driving programs a public service, in addition to fun and
adventure," he said. |
Volvo will become the "Official
Car" of LEGOLAND, and work with the theme park to develop
innovative safety awareness activities. |
"The partnership is a natural
extension of our two family-oriented brand names," said
Doolan. "It's also a logical addition to our "Drive For
Life" initiative that focuses on affecting driver behavior
and safety. In working with LEGOLAND, it's never too early to
learn about the rules of the road." |
Coincidentally, the names of the two
companies both have similar linguistic roots. Although it's
derivation is Danish,...LEGO in Latin means "I put
together" or "I assemble." The origin of the word
VOLVO is Latin for "I Roll." An apt lineage for an
agreement featuring drivable vehicles made of interlocking bricks. |
LEGOLAND California is a 128-acre
park geared specifically towards youngsters ages two through 12.
With more than 50 family rides, "hands-on" attractions
and shows, LEGOLAND California provides education, adventure and
fun in this first park of its kind in the United States. |
In addition to LEGOLAND California,
there are three other LEGOLAND parks in the world - LEGOLAND
Billund in Denmark; LEGOLAND Windsor, outside of London; and,
LEGOLAND Deutschland in Germany. |
VCNA, part of the Volvo Car
Corporation of Gothenburg, Sweden, provides marketing, sales,
parts, service, technology and training support to Volvo
automobile retailers in the United States, Canada, Mexico and
Puerto Rico. |
The 2004 Volvo automobile line
includes the award-winning SUV - the XC90, the sporty S60 sedan -
including the award-winning performance sedan - S60 R and its
performance wagon counterpart - V70 R, the flagship S80 luxury
sedan, versatile V70 wagon and rugged XC70 (Cross Country), the
C70 convertible, and the compact S40 and V40 models. |
Source:
Volvo Cars of North America
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