It’s still true, however, that the various regions of Sweden are quite different from each other. “Here in Malmö we were once part of Denmark, and culturally we’re still close to them. We laugh a lot more than people in the north, we like to talk, and we’re probably a bit louder. We think of Copenhagen as our capital, right over the bridge. Stockholm is hundreds of miles away,” says Bodil. Thirty-year-old Peter confirms that when Swedes are choosing a car, the relationship to nature and design is also important. “I like SUVs, and I like this one. It looks great for trips into nature,” he says of the KAROQ.
Over the last 20 years, Malmö has undergone a major transformation. From what used to be a working-class town, whose original name Malmhaug meant a “pile of gravel”, it has become a university city with modern architecture and a great emphasis on services and information technology. For example, it’s also home to the famous Turning Torso, the first building of its kind in the world.