I looked around the room in Jacob Javits Convention Center and I thought, these European luxury cars are all good but why do Mercedes Benz BMW Audi sell more than Volvo SAAB? For a few years I have been trying to solve this mystery, and I have been somewhat successful in understanding Volvo's way in promoting its products. It is my goal in life to get closer to working with Volvo and its exciting product to make Volvo become a fearful rival of those German brats.