Paris Appointed the Naughty Capital of Europe by Volvo

Volvo recently launched their naughtiest car ever, the all new S60. At the launch Volve also quietly started what they called the Volvo Subject60 tour. The tour travelled to five European cities in five weeks and the six secret experiments were integrated in a party at each city, and then monitored by anthropologist Dr Katarina Graffman. The aim was to compare people’s actual behavior with their preconceptions, the Naught City Study also comprises an extensive quantitative survey.

“I observed people’s behavior during all five events, and the Parisians clearly came out as the most self-centered, natural exhibitionists. The Parisians were flirting and posturing, making an effort to be caught by the cameras. They disrespectfully walked over arranged flowerbeds, and they sang naughty songs out loud in our karaoke car. It was quite lovely to see them act out their naughtiness”, says Dr Katarina Graffman who has been travelling together with Lykke Li and Face Hunter around Europe with the Volvo Subject60 tour hitting Berlin, London, Milan, Paris and Madrid.

The quantitative study, with 2500 respondents, also proved the Parisians to be particularly naughty:

-       Even though 98 percent of the Parisians consider themselves well behaved, 58 percent state that they have a naughty side. 46 per cent of the Parisians are proud of their naughty side.

-       87 percent of the Parisians wish that they dared to be even naughtier. That wish is stronger than for any of the other cities in the study.

-       34 percent of the Parisians flirt on a weekly basis.

Naughty enough for you? Videos, images and more information are available at http://www.volvocars.com/uk/all-cars/volvo-s60/pages/5-things.aspx?hub&mct=1