How to destroy a Volvo (and then fix it)

It will bring a tear to any truck lover's eye, but US-based transport specialist Ryder has demonstrated in spectacular fashion the value of its truck technicians – by taking a perfectly good Volvo truck, destroying it, and then asking a team of its mechanics to fix it, good as new.

The scenario was the basis for Ryder's latest promotional campaign. The company is a giant in fleet management and truck rental in the US, recording revenue of $US6.6 billion last year. The majority of its business concerns fleet management solutions, and so the expertise of its truck technicians is a major selling point.

To carry out the stunt a nice, shiny Volvo with single trailer was driven by remote control down a runway. Then it was blasted with shrapnel, run over tyre spikes, and smacked by a wrecking ball. It's a slick bit of footage that may or may not be an entirely accurate representation of what actually went down, but the prime mover was certainly a fairly useless pile of smashed, shredded or cooked components by the end of its tough little run.

Then, so the promo would have us believe, the Ryder spanners got stuck in. The challenge was to fix the truck like new within 24 hours, and the team got the job done in 16 – cue high-fives all round.

Sure it's all a little cheesy, but it's also a pretty smart way to promote Ryder's business – after all, it got us talking about it, and Ryder doesn't even operate in Australia!

Check it out for yourself below...