A few years ago, in an effort to propel its training operations into the next generation of computer-assisted learning, the company developed VolvoSim. This complex "Sims"-style application modeled a comprehensive range of dynamics one finds in an actual dealership, may be the most advanced corporate teaching tool in history.

Trainees are cast in the role of dealership managers, and are responsible for maximizing profit, sales volume and customer satisfaction during a simulated three-year cycle. The first task is to design the showroom, a process that requires players to consider which cars to showcase and how, as well as placement of other interior design elements - the coffee machine, the front desk, plants, etc. are all moveable, just like in a Sims game.

Participants then move on to other parameters. For instance, they can hire, fire, train and coach employees, adjust inventory levels and execute a variety of marketing communications strategies. In week one they might choose to spend 15,000 kronor advertising used cars, for example, and in week three they might allocate 30,000 kronor for direct marketing of new cars.

In addition to controlling these parameters for the dealership, participants can control their salespeople on the floor. As the three-dimensional customers enter the showroom, participants can choose to steer a salesperson in their direction, where he/she can establish contact or engage in a needs analysis discussion.

VolvoSim was used for two years and played a key role in the company's sales and leadership development efforts, reaching a nationwide dealer audience of around 800. A clear message was communicated, emphasized and reinforced for the game's target audience of sales managers, sales people and service managers: as someone who holds a leadership role in a Volvo dealership, you own the responsibility for new car sales, used car sales, service and parts. A new car salesperson was able to effectively experience accountability for the entire operation, and the ability to shift perspective afforded an opportunity to better understand where each member of the team fit in.

"Not everyone is used to learning by playing games," said Tomas Nordtorp, project manager at Volvo Cars Business School. "Initially, some participants were resistant, wanting to know 'what the heck is this?' But that resistance vanished once they got started. Many of them, including some who were initially hesitant about the application, wound up thinking VolvoSim was the best part of their training."