Volvo Unveils 'Cost Per Mile' Pricing Program
LOUISVILLE, Ky. — Volvo Trucks North America is trying a new marketing strategy for selling its vehicles by “Cost Per Mile.”
It is a hybrid strategy — like a lease, but different; and similar to a warranty program — but more extensive, Volvo officials said at the Mid-America Trucking Show.
“The important consideration for a truck buyer is not price, but cost of operation,” Marc Gustafson, chief executive officer of Volvo North America, said during a March 24 interview.
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 |  Volvo Trucks North America |
| Volvo says its new program will help ensure a predictable cost of operation for the company's rigs. |
With Cost Per Mile, Volvo hopes to create long-term customers by taking responsibility for all maintenance and operating costs. The company has been evaluating the offering for two years.
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