January. The month when Sweden shows her harshest side - rain, cold, snow, wind and a sun that hardly rises up above the horizon.
It’s also this period that defines Sweden and Swedes the most. People from all over the world may flock to our country during the warm and light periods, but only we who live here, choose to voluntarily stay when the great melancholy rolls in.
This chapter of the “Made By Sweden” campaign is a tribute to Sweden at her worst. A loving thanks to the cold and the dark. For without these harsh Swedish conditions, we would not be who we are, and we would not of made the cars that we do.