Volvo India seems to be the odd car maker out in the Auto Expo 2010. It has confirmed its non-participation in the Expo, but that’s nothing for Volvo India considering what they are doing in the side lines quietly.

We had written a blog on Volvo XC90’s foray into India’s Bollywood with the blockbuster flick 3 Idiots during the fag end days of 2009. Now Volvo India is proving its presence in India with a unique way, promoting sports.

Volvo Auto India is a new operator in India, a fast-growing market and one of the most competitive in the world. Volvo established a presence in India just over two years ago and has since then worked intensively to market the Swedish brand. With a corporate office in Gurgaon, Volvo Auto opened its first dealership in March 2008 and currently markets its products through its dealerships in New Delhi, Mumbai, Chandigarh, Hyderabad, Kochi, Pune and Chennai.

Volvo Auto India strengthens its commitment to sports by continuing its association with the Aircel Chennai Open 2010. As part of this association, the tennis courts of Chennai Open will showcase the luxurious Volvo XC90, a luxury SUV that embodies vibrancy, energy and sportiness. All dignitaries and participants/ players will have the opportunity of taking the Volvo car experience at the Aircel Chennai Open 2010.

According to Mr. Paul de Voijs, Managing Director, Volvo Auto India, “We are delighted to partner with Aircel Chennai Open 2010 for the second time. We view the ‘International ATP Tournament’ event as an excellent platform to showcase our luxury cars and reach out to a larger audience. Volvo stands for safety, environment and lifestyle and Chennai Open provides us a window to better our brand visibility amongst our target audience. In addition, the association enhances Volvo’s commitment to India.”

Aircel Chennai Open 2010 is an adequate and potent tool that would communicate Volvo’s brand attributes of excitement and liveliness. The brand has had a rich history of being associated with sports such as golf, tennis and sailing across the globe. The company’s ‘Volvo Ocean race’ is one of the world’s most-watched events, which also came to India last year. Volvo had been closely associated with tennis through ATP Volvo International and this partnership with the Aircel Chennai Open 2010 further strengthens Volvo’s association with the sport.

Aircel Chennai Open 2010 is being held from 4th-10th January, 2010 at the SDAT stadium, Chennai. The tournament will feature an impressive line-up of stars including Robin Sodeling, Marin Cilic, Stalisnas Wawrinka, Carlos Moya, Somdev Devvarman and Mahesh Bhupati. Both Indian and International participants will compete for the titles of one of first ATP of the new season.

So far Volvo currently sells two models, the Volvo XC90 and Volvo S80 but the coming years they are lining up more new models. The first one to be launched during 2010 is the Volvo XC60.