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In Stephenie Meyer’s popular Twilight novel series, it is suggested that Edward drives a “shiny” and “silver” Volvo S60-R, a fast sleeper car that doesn’t call attention to the Cullen family’s wealth. The film series partnered with Volvo to place a Volvo C30 in the 2008 Twilight film, feeling that the C30 better suited the persona of a 108 year old vampire pretending to be a 17-year-old high school student. Volvo reported an increase in the sale of the C30 in the US market following the film’s release, and helped change the perception of Volvo as a “cool” car in a younger generation of buyers.[78][79]
