Volvo has taken a strategic minority stake in carwow, an online marketplace for buying and selling cars, through the Volvo Cars Tech Fund.

Through the investment, Volvo Cars will gain insights in areas such as online sales, customer acquisition and content creation, which will help its shift towards online and direct customer relationships.

The equity investment is the next step in the existing partnership between Volvo Cars and carwow, which includes collaborations on Volvo Cars’ subscription service as well as driving traffic and sales leads to Volvo Cars and its retail partners.

The company’s focus on online sales and direct customer relationships includes creating a simple and hassle-free experience for ordering Volvo products and services, with transparent pricing and product information, as well as clarity on delivery times through its online store on volvocars.com.