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What better way to show off the tow hook on the front of Volvo's FMX range of trucks than to suspend the whole truck from a crane, hanging from its tow hook?
Volvo has gone two steps better by suspending the whole lot over Gothenberg Harbour in Sweden, and then placing the company's president Claes Nilsson on the truck's nose.
Following on from Volvo Trucks' tight-rope walker film, this new instalment highlights the tow hook's 32 tonne rating, which in reality is hardly being taxed by the circa 20-tonne FMX truck.
Watch the Volvo Trucks hook video here.
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