Skip to main content
A rear view of a 2021 Volvo XC40 Recharge electric compact crossover SUV parked in a pink room

2021 Volvo XC40 Recharge Ad Sends a Subtle Message to Gen X Consumers

The Swedish automaker is sending a message to Gen Xers through its 2021 Volvo XC40 Recharge ad. Find out more about this all-electric SUV, the commercial's symbolism, and some enticing features of this attractive compact crossover.

Earlier this year, Volvo released a commercial for its all-electric SUV, the 2021 XC40 Recharge. And aspects of the ad show that the Swedish automaker is sending a message to Gen X consumers. Read on to find out more about the Volvo XC40 Recharge, the commercial’s symbolism, and some enticing features of this attractive compact crossover.

Overview of the 2021 Volvo XC40 Recharge

A rear view of a 2021 Volvo XC40 Recharge electric compact crossover SUV parked in a pink room
2021 Volvo XC40 Recharge | Volvo Car Corporation

The 2021 XC40 Recharge is the automaker’s first all-electric SUV. According to Volvo, the XC40 Recharge starts at $53,990. Various add-ons — such as metallic colors, an exterior styling kit, and extra technological features — increase the purchase price. This EV produces an impressive 402 hp, and it can travel a decent 208 miles on a single charge.

It also takes only 40 minutes to reach 80% battery level. According to Kelley Blue Book, other EVs can take hours to charge. For example, the Tesla Model S takes 12 hours to charge, as does the Model 3. Other models, such as the Nissan Leaf, can take up to 11 hours. Though times vary depending upon the charger, 40 minutes is certainly an improvement over many other models.

This Volvo XC40 Recharge commercial nods to Gen X

Some aspects of the Volvo XC40 Recharge commercial, which you can see on YouTube, suggest it’s geared toward Gen X consumers.

For example, the music playing in the background is “Blue Monday,” a 1986 synth hit by New Order. The single was an overall commercial success — selling over a million copies in the U.K. According to Yahoo News, the song even “holds the record as the top-selling 12-inch single in recording history.”

Because Gen Xers were born from about the mid-’60s to the early ’80s, many got to enjoy and purchase this song upon its release. Including the music in the XC40 Recharge commercial shows Volvo wants to reach a specific demographic.

Another factor suggesting Volvo is targeting Gen X is the pale-pink background. That color certainly isn’t common in car commercials, as many companies opt for neutrals. However, pink has a certain symbolism when it comes to marketing that might point to the company’s intended audience.

According to The Radiance Mindset, lighter shades of pink represent “sentimentality, romance, tenderness, care, and calmness,” which makes sense for an older demographic. Volvo has been noted as using symbolism before, especially in its logo, though some consider it sexist.

As for why Volvo would target Gen Xers, it has to do with their general standard of living. Many consumers in that generation have enough money saved throughout their lives to purchase a luxury electric SUV such as the Volvo XC40 Recharge. Others will be more advanced in their careers, allowing them to afford such a vehicle.

Luxurious and thoughtful features in this all-electric SUV

The 2021 Volvo XC40 Recharge has many features that may make it an attractive option for many consumers, not just Gen Xers. Included are built-in Google voice controls, allowing drivers to control many of the SUV’s features hands-free, such as the AC. It also allows owners to find compatible charging stations, which is an especially helpful feature for new EV users who might not be familiar with local EV infrastructure.

The XC40 Recharge also boasts plenty of advanced safety features, such as 360-degree cameras, which virtually eliminate blind spots. And it comes with a rear cross-traffic alert system, which can help to prevent reverse crashes.

Overall, the XC40 Recharge is an excellent EV for not only Gen Xers but also anyone in the market for a premium all-electric SUV.


Why Would You Buy a Volvo XC40 Recharge When the Tesla Model Y ‘Costs Less and Goes Farther’?