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The video opens in a stark white room. A man wearing a blue blazer, black jeans and black sneakers—a variation on the modern Silicon Valley tech executive uniform—walks into frame. He is pushing a large gray industrial dolly bearing only a miniature white box.
“Small,” he begins. “It’s a big word with a bad reputation.”
Yes, this is an unboxing video. Never mind that it’s a car that’s being unboxed—Volvo’s smallest-ever SUV, the all-electric EX30. Or that the “unboxer” is Volvo Cars CEO Jim Rowan.
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