S. This year's Beyond
Blond program embraces Sweden 's well-recognized leadership and
international influence in culture, lifestyle and the arts.

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The program is complementary to Volvo's mission to
expand our U.

Many Beyond Blond 2005 events will be open to the public.org).

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"Thanks to the generous support of Volvo and other sponsors and
partnering organizations, we are able to present to Californians: Sweden
today -- A nation delivering innovative design, creativity, environmental
systems, scientific breakthroughs, communication technologies and business
prowess that are having an impact worldwide on contemporary lifestyle and
quality of life. market by offering a premium product that meets the demands
of today's lifestyle trends."

In presenting its annual lifestyle program, the Consulate General of Sweden
aims to highlight the latest trends in a country with a global reputation
as a trend-setter while at the same time demonstrating the synergy that
exists between Sweden and California in lifestyle, design, music, film,
fitness, IT, life sciences and biotechnology.

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(For details
please visit www.

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PRESS RELEASE Consulate General of Sweden and Volvo Cars of North America Will Host March 14 Event to Kick Off 'Beyond Blond' Swedish Lifestyle Month at the Pa

The Consulate General of Sweden and Volvo
Cars of North America will host a preview opening event at 6:30 PM March
14 at the Pacific Design Center (B203) in West Hollywood to kick off Beyond
Blond - Swedish Lifestyle Month 2005 (March 15 -April 15), which celebrates
Sweden's role as a global leader in culture, lifestyle and the arts.

"

"Volvo is pleased to support this year's Beyond Blond Lifestyle Month
program, which is the most ambitious yet," said Roger Ormisher, Vice
President of Public Affairs, Volvo Cars of North America . Throughout the year, the
Consulate General supports extensive programs and efforts to bring together
Swedish companies, artists, musicians and many others to interact and forge
partnerships with their counterparts in California.

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Two major exhibitions are featured during
the month at the Pacific Design Center in West: "Designed in Sweden" an
exhibition presenting art, glass, furnishings, textiles and industrial
design recently shown at the Museum of London (the installation will be
shown in New York following its Los Angeles debut); and a special showing
of Volvo's futuristic automotive and industrial design. On display are the
Tandem cars and the Volvo Extreme Gravity car designed by the Volvo
designers based at the Volvo design center in Camarillo. We are proud to have them as a partner in
our Swedish lifestyle month," says Tomas Rosander, Consul General of
Sweden. "Each spring, the
Consulate General of Sweden organizes a month-long series of events,
exhibits, seminars and celebrations that demonstrate Sweden's
entrepreneurial spirit and well-recognized leadership in lifestyle elements
like music and design.

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Volvo is the Official Corporate Platinum Sponsor of the month-long program,
which will commemorate "Swedish Design Year," the centenary anniversary of
Swedish film icon, Greta Garbo and Sweden's entrepreneurship and
achievements in lifestyle and artistic areas, including Film, Music,
Literature, Food, Sports and Fitness, Tourism and Trade . Among the featured
lifestyle events are: a tribute to Greta Garbo at the Academy of Motion
Picture Arts and Sciences; Nordic Walking classes at Santa Monica Beach; a
Literary Event with PEN USA presenting Swedish and American authors, and
Sweden's Hottest New Rock Bands.

"Volvo is one of Sweden 's strongest brands and has earned a solid
international reputation for innovative design, environmental consciousness
and safety within the industry.calsweden.