The only thing this box needed was a big bow on top

Volvo Trucks marketing department continues to find ways to make semis interesting to people that would never own one. For its latest stunt, the company sets a Guinness World Record for the largest ever unboxing by letting a three-year-old boy open up a full-size big rig.

Volvo VNL Unboxing

Joel Jovine walks outside him home in Charlotte, North Carolina, only to an 80-foot long box sitting on the road. Inside, there’s one of Volvo’s new VNL 760 long-haul semis. Jovine gets the honor of tearing open the package and checking out the truck. There are even some juice boxes for him in the sleeper section. Eventually, a driver even shows up to take Jovine for a ride.

To earn the record, Volvo’s custom box had to cover the semi completely. A person also had to be able to open it by hand, without the aid of tools. In addition, the truck had to leave the package without destroying the box. The only building materials were cardboard, cellophane, and some internal reinforcement. 

Volvo VNL Unboxing

“Setting a Guinness World Records title was truly remarkable, but what was most rewarding for me was seeing Joel become so excited seeing the new Volvo VNL 760 revealed when he opened the box,” Magnus Koeck, vice president of marketing and brand management for Volvo Trucks North America, said.

Volvo Trucks knows that semis aren’t sexy, so the company finds novel ways to advertise them. Likely the most famous of these stunts was The Epic Split when the company advertised the dynamic steering system on its FM big rig by having Jean-Claude Van Damme do a split between two of them. The clip has earned over 86 million views on YouTube. Other feats have included having a hamster drive its FMX truck, and letting a four-year-old drive one via remote control. More recently, the company also hooked up a paraglider to an FH rig for showing off the high-speed cruising of its powertrain while climbing a mountain.

Source: Volvo Trucks, VolvoTrucksUSA via YouTube

Gallery: Volvo VNL Semi Giant Unboxing

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Watch 3-year-old Joel Jovine and Volvo Trucks in the ‘World’s Largest Unboxing’ – a New GUINNESS WORLD RECORDS Title


Volvo Trucks North America recently set a spectacular record when launching their all-new truck series, the Volvo VNL. By letting 3-year-old Joel Jovine unbox the full-size truck, he not only revealed the U.S.-developed truck, but also helped achieve a formal GUINNESS WORLD RECORDS title for the Largest object unboxed.

See the record film here: 

The new Volvo VNL series introduces groundbreaking technology that meets the needs of today’s long-haul customers and professional drivers through innovations in efficiency, productivity, safety and uptime. Available in several configurations, including a new 70-inch sleeper, the Volvo VNL series defines the shape of trucks to come.

In the video, viewers will first see Jovine’s excitement at seeing the extremely large toy truck box, measuring 80’x14’x18’, sitting on the street in a residential area, and then his great reaction when he unboxes the new Volvo VNL model. Jovine also gets to climb in the cab for a firsthand inspection, and then takes a ride with a professional driver.

“Setting a GUINNESS WORLD RECORDS title was truly remarkable, but what was most rewarding for me was seeing Joel become so excited seeing the new Volvo VNL 760 revealed when he opened the box,” said Magnus Koeck, vice president of marketing and brand management for Volvo Trucks North America. “It’s a great feeling to know both young and old have such affinity for Volvo Trucks and our values.”

Over the past years, Volvo Trucks has gained global attention for their films spread through social media. In a series of spectacular live tests, the global truck company has displayed their class-leading products and features in breathtaking stunts.

Volvo Trucks filmed the unboxing May 12 in Charlotte, North Carolina. The unboxing record, which is determined by the size of the object being unboxed, was easily set with a Volvo VNL 760 tractor and trailer measuring 72 feet in length.

To set the record, the box had to completely encapsulate the Volvo VNL and then needed to be opened manually, using no tools. The Volvo VNL had to be removed from the box without destroying the box during the process. The box also had to be made of normal box materials – cardboard and cellophane – but internal reinforcement was permitted as long as it didn’t take away from the experience of the unboxing.

Michael Empric, official adjudicator for GUINNESS WORLD RECORDS, verified the record. 

“Launching the new Volvo VNL series is an historic moment for Volvo Trucks North America, and we greatly enjoyed pursuing a GUINNESS WORLD RECORDS title with Joel to help commemorate this moment,” Koeck said.


CAPTION: Volvo Trucks North America recently achieved a GUINNESS WORLD RECORDS title for the Largest object unboxed with the help of a 3-year-old Joel Jovine (top, second from top) who has a passion for Volvo trucks. Jovine opened the 80’x14’x18’ box, unboxing the new Volvo VNL model (second from bottom, bottom).


Volvo Trucks provides complete transport solutions for professional and demanding customers, offering a full range of medium to heavy duty trucks. Customer support is secured via a global network of 2,200 dealers and workshops in more than 125 countries. Volvo trucks are assembled in 15 countries across the globe. In 2016, 103,000 Volvo trucks were delivered worldwide. Volvo Trucks is part of the Volvo Group, one of the world’s leading manufacturers of trucks, buses and construction equipment, and drive systems for marine and industrial applications. The Group also provides solutions for financing and service. Volvo’s work is based on the core values quality, safety and environmental care.


The Volvo Group, which employs about 95,000 people, has production facilities in 18 countries and sells its products in more than 190 markets. In 2016, the Volvo Group’s sales amounted to about $33 billion. The Volvo Group is a publicly-held company headquartered in Gothenburg, Sweden. Volvo shares are listed on Nasdaq Stockholm. For more information, please visit or if you are using your mobile phone.