Swedish automaker Volvo is celebrating 70 years of selling vehicles in the U.S. with an ad campaign highlighting American retailers, employees and customers.

The brand was introduced to American consumers in 1955 with delivery of a PV444 at the Port of Long Beach, Calif. Since then, the luxury carmaker established itself as a safety-focused brand finished in Swedish design.

To celebrate the Americans who’ve been part of its history here, Volvo unveiled a microsite telling their stories, including longtime franchisees and technicians who’ve worked on every model over its seven decades here.

“Everyone has a Volvo story and this is about honoring the people who have been a part of our journey, from families who have passed down their Volvo through generations, to the employees and retailers who have helped shape the brand,” said Volvo Car Americas President Luis Rezende in a press release on the anniversary campaign.

Volvo also announced a sweepstakes to win a South Carolina-made EX90, a full-size electric crossover SUV. It’s accepting entries from July 22 to Sept. 8.

In 2010, China-based Geely acquired the company’s Volvo Cars division from Ford, which had held it since 1999. 

SAFETY WARNING: Hundreds of Volvos Could Careen Out of Control