Concepting | Art Direction | UI Design

In 2021, Volvo identified that many Plug-in Hybrid Electric Vehicle (PHEV) owners were not fully utilizing the electric capabilities of their cars by neglecting to charge them. To address this, Volvo aimed to inspire more consistent charging behavior through a gamified experience, enhancing the ownership experience while rewarding sustainable actions.

The solution was the introduction of Volvo Electric Miles: a rewards system where drivers earn miles by charging their PHEVs. These miles could be redeemed for branded merchandise or donated to charity, shifting the focus from simple rewards to meaningful actions that benefit both the driver and the community.

Launched on September 26, 2022, through the new Volvo Cars app, the initiative quickly gained traction, with 2,000 registrations in the first eight days and a total of 5,438 by the end of the year—representing 12.5% of all Volvo PHEV owners. These drivers collectively charged their vehicles 184,798 times, accumulating over 5.4 million hours of electric driving and earning more than 2.3 million Volvo Electric Miles.