Volvo Sponsors L.A. Fun Ride

LOS ANGELES, CA (BRAIN)--Southern California Volvo dealers, who are sponsoring the April 27 Los Angeles Fun Ride, are doing a mailing to area Volvo drivers offering them free Volvos parking at the start line.

"The Volvo dealers have devised a plan to show support for their customer's lifestyle, brand the Volvo image and make a positive contribution to the community," said Peter Heumann, whose Heumann Powered Productions is promoting the ride with its annual Southern California Bicycle Expo.

This year a portion of the event proceeds will go to Children's Hospital Los Angeles for its bloodmobile fund.

Howie Neftin, a board member of the Southern California Volvo Dealers Association, said the charity aspect appealed to the group.

"When the dealers realized the funds raised would benefit such a worthy cause and fill a much-needed void in the community they wanted to do everything they could to help raise awareness and build participation in the event," Neftin said, acknowledging that the event is also a great branding opportunity.

Volvo's Fun Ride flyer and a brochure showing a Volvo with bicycles on its roof rack will be mailed out with invoices to some 20,000 southern California Volvo finance and lease customers.

"We couldn't ask for a more supportive sponsor than Volvo, who wants to help us increase participation in the ride and at the event," Heumann said.

The ride offers 23 and 40-mile routes.