Volvo Car Korea (CEO Lee Yun-mo) is supporting Volvo Cars' key models, including the flagship SUV XC90, flagship sedan S90, mid-size premium SUV XC60, premium compact SUV XC40, and the pure electric SUV EX30 Cross Country (EX30CC), on MBC's newly launched variety show "Manitto Club."
The first episode of "Manitto Club," which premiered on Feb. 1, is an undercover real variety show with the concept of a gathering of people who know how to split one into two. It modernizes the traditional manitto game, capturing tension and excitement as well as unpredictable developments as cast members secretly prepare and deliver gifts to their respective manittos.
In episode 1, distinctive cast members such as Jennie, Dex, Noh Hong-chul, Lee Su-ji, and a person surnamed Choo performed individual missions. In the process, the XC60 and S90 appeared as primary means of transportation, and the vehicles' presence was naturally highlighted through chase scenes and covert movements.
In addition, interior shots of the vehicles were shown, and overall, without excessive staging, Volvo Cars' distinctive refined and trustworthy image was naturally conveyed amid the program's dynamic development.
Volvo Car Korea Executive Director Lee Man-sik said, "Through 'Manitto Club,' which is characterized by unpredictable missions and fast-paced development, Volvo Cars' key models were able to blend naturally into everyday mobility," and added, "We will continue to expand touchpoints with customers and deliver brand experiences through diverse content."
Volvo Car Korea solidified its position as a premium brand by retaining fourth place in Korea's imported car market in 2025, centered on the flagship SUV XC90, flagship sedan S90, and premium mid-size SUV XC60. In 2026, it plans to expand its electrified model lineup, led by the next-generation pure electric flagship EX90 and ES90, and to intensify its attack on the premium electric vehicle market through a new vehicle experience defined by software.
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