W
hen fighting to attract tourists, it never hurts to have a world. Birmingham has Cadbury World. Orlando, Florida, has Disney World. The New Forest has Peppa Pig World. Countless dismal retail parks across the country have World of Leather. Until now, Gothenburg offered some lovely historical buildings and museums, Scandic scenery and even a century-old theme park. But it didn’t have a world. But now, visitors to the Swedish city can immerse themselves in a whole new tourist attraction. Welcome to the World of Volvo.
Gothenburg has been home to Volvo since 1927, but the main headquarters have been located around eight miles from the centre of the city in Torslanda. That was where, until late last year, you would have found the Volvo Museum. This brought together vehicles from both the car company and the Volvo Group, which has been a separate entity since the Cars division was sold to Ford in 1999.