To launch the new Volvo hybrid, the XC90 T8, we didn’t create an ad. We invented a new a technology to re-think the way cars are powered.

A peristaltic system was invented to capture energy from cars using only hydraulic power. Its main component was a mat containing tubes full of water. When a car drives over the mat, it compresses the tubes and its forward momentum pressures the water through, generating hydraulic power. The hydraulic power is then turned into electricity.

After over 4 months developing the technology, we hijacked a highway in California and used the system to steal energy from other cars to power the new Volvo hybrid SUV. A special billboard thanked all the other car brands whose energy was stolen.

The spirit of the Volvo XC90 T8 represents a revolution in hybrid and energy-conscious vehicles. With so many gasoline vehicles still on the road, we wanted to create a way in which non-efficient vehicles could contribute to the next generation of vehicles using attainable, tried-and-true techniques for energy generation.

We investigated a variety of technologies, with a focus on those that were cost-efficient, durable, proven, non-invasive and non-destructive to the road and passing vehicles.

The system began as a bespoke concept, with a period of rigorous R&D, experimentation, and trial and error until the solution output the maximum amount of energy possible. The final system was completely custom, using a combination of off-the-shelf solutions (such as batteries, hoses and converters) to fully custom-fabricated components such as the gearbox, battery array, hose/manifold system and contact mat. While the system is based on existing principles and experiments, this implementation is truly unique.

The expectations were to obtain as close to a full charge as possible based on the available time window, actual traffic patterns and variables such as varying car speed and weight.

As it is today, the technology is able to transform the energy of 1 passing car into around 0,2% of battery charge for the Volvo. In a road with good amount of traffic this is an impressive amount of energy.

Additionally, we set out to create a true proof of concept that there could conceivably be future implementations of this type of technology on a larger scale with additional fine-tuning, time and research.

We continued to refine our estimates against ongoing projections derived from continuous testing and simulations (as well as upgrades and enhancements to the system and its components).

The peristaltic system utilized on the Volvo Highway Robbery was inspired by existing principles in science, physics and nature. Hydraulic power has long been utilized in a variety of applications and peristalsis exists in nature. Like most new innovations, the inspiration was a sheer need to find innovative ways to implement renewable energy solutions within our existing highway infrastructure.

To create the first energy source to power a vehicle using gas, electricity, and the power of other cars we used the basis of the hydraulic power.

The road was the single contact point; so we were limited to solutions that would generate as much energy as possible, while not being invasive to the road or vehicles, which would limit the opportunity to scale this technology in the future.

We could not cut into the road; everything needed to exist above the surface so that parts could easily be swapped out or upgraded.

In the end we created a body of content that captured the experience and pushed it out to our target.