Volvo's classic "Drive It Like You Hate It" is re-imagined through the story of Irv Gordon, a man with nearly 3 million miles on his 1966 Volvo. Users are shown a relevant story from Irv’s life, with content tailored to their interests. They can connect with Irv on Google+ and follow his journey live on Google Maps as he counts down to the 3 million mile mark. The unit also enables users to join Irv’s quest in a uniquely interactive way, plotting points similar to Irv’s favourite destinations... and of course finding their nearest Volvo dealer.