The Get Away Car

Global research shows that people find it increasingly difficult to prioritise their free time. To focus on what truly fulfils them. Things get in the way. Life happens. Ring a bell?

But by pushing the pause button and allowing ourselves to take a step back, we can gain tremendous insight and appreciation for the in-between moments of life. No one put it better than zen philosopher Alan Watts in his legendary speech from 1959 - Live Fully Now. 

The New Volvo V90 Cross Country – The Get Away Car is the manifestation of freedom. A way to escape it all, even if just for a moment. And there is no better moment to do so than now. This campaign is a celebration of those who have dared to reclaim their own time and space to live life to the fullest. These are their stories.


“You can’t live at all, unless you can live fully now.”

Alan Watts – 1959

Live Fully Now

The speech Live Fully Now was written by the philosopher Alan Watts in 1959. An everlasting message for the present, and signature for the Volvo V90 Cross Country.


My goodness, don’t you remember when you went first to school?

You went to kindergarten. And in kindergarten, the idea was to push along so that you could get into first grade.

And then push along so that you could get into second grade, third grade and so on, 
Going up and up.

And then you went to high school and this was a great transition in life.

And now the pressure is being put on, you must get ahead, you must go up the grades, 
and finally be good enough to get to college.

And then when you get to college, you’re still going step-by-step, up to the great moment in which you’re ready to go out into the world.

And then when you get out into this famous world comes the struggle for success in profession or business.

And then, suddenly, when you are about forty or forty-five years old in the middle life, 
you wake up one day and say… Huh? I’ve arrived.

And while as I said it is of tremendous use for us to be able look ahead and to plan, there is no use
planning for a future, which when you get to it and it becomes a present, you won’t be there.

You’ll be living in some other future which hasn’t yet arrived.

And so in this way one is never able actually to inherit and enjoy the fruits of one’s actions.

You can’t live at all, unless you can live fully, now.

Alan Watts,  1915 - 1973 †


Podcast - Live Fully Now

Listen to  Kristoffer Triumf’s conversations with Mark Watts, son of zen philosopher Alan Watts. Louise Östberg, the suburban mother who left the city for the nature. Magnus Nilsson, the star chef who found inner peace in photography. And Tove Holmgren, the ex pro snowboarder who’s injuries lead to a new career.


Want to get nitty gritty on this one? Let Henrik walk you through it: +46 (0) 70 755 47 82 or


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