Carmaker Volvo is making its mobile debut in the United States, with a mobile initiative designed to spotlight the new 2010 XC60 Volvo Crossover vehicle.

With a mobile ad campaign that started April 1, Volvo became the first sponsor for Edmunds.com's site re-launch and will have exclusivity over Edmunds.com's "Vehicle Spotlight" for the duration of the campaign. Quattro Wireless is behind this campaign.

"The importance is Volvo using mobile and it is the central part of its efforts to promote the new model," said Steven Rosenblatt, vice president of advertising sales at Quattro Wireless, Boston, MA.

"The initiative is extremely relevant to the Edmunds audience and this is a great way for Volvo to speak to consumers on the go," he said.

Edmunds.com is an online resource for automotive information.

Banners on Edmunds.com will reroute consumers to a Volvo micro site.

Quattro is developing the expandable mobile microsite to create an interactive experience for the consumer.

Quattro worked with Mobext and Media Contacts, Volvo's digital media agency, for the sponsorship deal.

What this means is that on the Edmunds.com site, under the Spotlight section, the Volvo XC60 will be the featured car.

As an exclusive publisher in the Quattro Mobile Ad Network, Edmunds.com will leverage Quattro's team and their technology platform to publish a re-designed site with auto news and reviews, vehicle pricing including Edmunds.com's True Market Value, buying guides, loan calculator, dealer locator and other utilities for a mobile audience.

"Volvo recognizes that the automotive customer is increasingly using the mobile Web in their shopping and purchasing decisions," Mr. Rosenblatt said. "The mobile channel is a great way for Volvo to drive awareness of the vehicle and reach the end market car buyer."

Quattro created a Volvo destination meant to drive high consumer engagement and also give the automaker the tools to steer consumers into their dealerships.

With the automotive industry changing at such a dramatic pace, mobile marketing and advertising presents an efficient means to provide the publisher and advertisers with real time ROI based on existing mobile consumer trends, behaviors and demand.

Through Quattro's platform, Edmunds.com's wired site content has been dynamically configured for mobile with the layout and navigation specifically adapted for all types of mobile handsets.

Quattro Wireless' technology has been used by other automotive brands such Toyota, Mazda, Lincoln and Car and Driver.

"Times are changing and Volvo realizes that," Mr. Rosenblatt said. "Volvo recognizes that their consumers are on mobile and the channel is a great way to drive results.

"The mobile destination provides consumers information through content and videos," he said. "This shows that automotive marketers recognize that the mobile channel drive leads and is an efficient use of their media dollars."