Watch: A Swedish conductor is Volvo’s new brand leader

Watch: A Swedish conductor is Volvo’s new brand leader


norman lebrecht

January 14, 2016

The auto manufacturer has filmed its new campaign around the inner contemplations of conductor Marie Rosenmir as she drives to work.

Marie, 42, won the Swedish conductor’s prize in 2006. She works in the Inversion collective of six women conductors and composer. She is about to get more media exposure than any woman conductor alive. This is a b-i-g motor industry campaign.

marie rosenmir
Photo: Jan-Olav Wedin


  • Matti Hirvonen says:

    Marie is also an accomplished classical singer in her own right

  • Gary Carpenter says:

    You would think that an imaginative concert programmer would have already booked her and Barbara Hannigan as a double singing/conducting bill!

  • RW2013 says:

    Same old dilemma – puke or yawn?

    • Max Grimm says:

      While I don’t know much about Mrs Rosenmir and I often find myself wondering what on earth goes on in the brain (or lack thereof) of advertising agents, I will say that the V40 is a rather nice hatchback to drive.

  • Varda Ullman Novick says:

    The video shows Gothenburg’s Konserthus, not Stockholm.