On 17 August 1966, the Volvo 144 was presented in the midst of an ongoing manhunt. With this new model series, Volvo could develop into a considerably bigger car maker. In eight years, no fewer than 1.25 million cars were produced – creating Volvo’s first million seller.
Almost four hundred journalists were in attendance at the Lorensberg function rooms in central Gothenburg on 17 August 1966. The new Volvo 144 was to be presented, unveiled by raising a dividing wall behind which three pre-series models of the new Swedish car were waiting. Rumours about Volvo’s new model had been circulating for several years and what the press now finally got to see was an austere and modern vehicle. Parallel to the unveiling in Gothenburg, the new model was also revealed in Oslo, Copenhagen and Helsinki.