Filed under: Sedans/Saloons, Hatchbacks, Volvo
Volvo aims for BMW
As long as BMW doesn't own Volvo, then the Swede is allowed to target the roundel's cars as competitors. Autocar reports that Volvo is shaking up the lowest two rungs on its sedan line to put more space between them, and to better compete with the 3 Series.
The smallest sedan, the S40, will be be made over from a 4-door sedan into a 5-door hatchback along the lines of the A3 and BMW 1-series. The very name S40 might also be sacrificed, changed instead to V40. The S60, instead of disappearing entirely, will get a longer wheelbase, a better interior, shared tech from the S80 and Mondeo, and a chassis that does a better job at challenging 3 Series dynamics. Part of that redesign, if the renderings are accurate, will be a flared three-section front bumper that is the new hotness in car design. Regarding the car's sporting aspirations, engineers are said to be battling accountants for funds to design a more sporting chassis. Engines for the S60 will include a 2-liter and 2.2-liter 4-cylinder diesels, the D5 5-cylinder diesels, as well as a 2-liter gas turbo.
It is claimed also that the Volvo logo will also be altered, losing the diagonal bar that spans the grill. Only the circle and arrow -- a stylization of the chemical symbol for iron -- will remain. All of these changes are slated to appear in 2009-10.
[Source: Autocar]
Reader Comments (Page 1 of 2)
Jeff 7:20PM (8/09/2007)
First of all, they shouldn't get rid of that diagonal bar. That would be like BMW getting rid of that kink in the rear window that Bimmer enthusiasts always mention.
Second, I thought that the V40 was the wagon version of the S40 and was only sold in Europe, but I guess I was wrong if it's suddenly a whole new model.
Third, Volvo shouldn't try to make their cars look like BMWs, as BMWs are butt ugly right now. They're basically turds on wheels as far as design goes.
I think Volvo should bring back the vertical rectangle grille. I'm not sure which model it was on, but I know a few early 90s or so Volvos had it. The grille pattern behind the bar and logo was a bunch of really thin vertical rectangles that looked at first glance like a regular vertical bar grille, but it was nicer looking...IMO, anyway.
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B-NOIT 1:43AM (8/10/2007)
First: The Hofmeister kink? Many cars have it nowadays (and they had before BMW claimed it as their own). Volvo's diagonal bar is unique to the brand. Poor comparison, but I agree; they shouldn't get rid of the bar.
Second: You're thinking of the V50, the S40's wagon variant. It is available in Canada and the US.
Third: I don't think their goal would be to look like BMWs. I see it as a shift in brand image and corporate philosophy, targeting BMW's so-called 'coolness' and awe-inspiring dynamics.
Dan 7:34PM (8/09/2007)
the whole "wavy line down the side of the car" design trend needs to stop, as seen in the audi a5. A good design has a mix of curves and straight lines, but a wavy, almost random line is downright awful.
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mxrz 7:43PM (8/09/2007)
The A5 looks great from the side... The 1 series Bimmer has the ugly side, with the sagging line under the door... ugh, what the hell were they thinking. Volvo is not going to make their cars look anything like BMWs, they’re focusing on what makes even an ugly BMW great; the chassis, proper feedback through the steering wheel, etc…
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Grimace 7:50PM (8/09/2007)
"The smallest sedan, the S40, will be be made over from a 4-door sedan into a 5-door hatchback along the lines of the A3 and BMW 1-series."
What a novel idea! Oh wait. Isn't that the V50? http://www.volvocars.us/models/v50/
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generalmotorsman4life 7:53PM (8/09/2007)
Until Volvo (if this can happen before they're sold) shifts to a rear wheel drive platform with a near 50/50 front and rear ratio-they will never compete with BMW, Mercedes, and Lexus I, G and LS vehicles. They really should be concentrating on being sold because the entire lineup will be revamped anyway under the new owners.
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Jeff 8:15PM (8/09/2007)
What is the big deal abour RWD when it comes to luxury cars? Personally, I think the way to go (for everyone) is FWD-based AWD. Frankly, it doesn't matter to me whether the car is driven from the back or the front as long as the car isn't underpowered. Volvo has always been FWD, and it should stay that way unless it decides to Subaru it up and go all AWD all the time. It's just better for them.
Actually, I should clarify. If I'm going to be driving a sports car or a muscle car, obviously it needs RWD. In Volvo's, and most other carmakers' cases, however, FWD is a better choice.
danielm 9:30PM (8/09/2007)
Volvo used to be RWD, I had a 760 Turbo '87, RWD with Dedion rear suspension, as far as i remember the 240 series is RWD as well, they just went FWD like many others, such as Alfa Romeo and even Cadillac, RWD IMO suits better bigger cars,
Brendan Smith 10:11PM (8/09/2007)
They should stop trying to be BMW. BMW is ultimate driving machines. Volvo is awesome station wagon boxiness. People love Volvos the way they are; other automakers would kill for branding as coherent as theirs.
Richard 10:38PM (8/09/2007)
I think that the only Volvo that had a DeDion rear was the 343.
Never the less...Volvo aims for BMW. Well, first they neutered the brand when they took away the symbol for iron as part of the logo.
The they made them all FWD.
Then they made them Fords!
What ever happened to Volvo:Boxy, but built!
Now it will be Volvo: "What if Chris Bangle had done front drivers?"
UGH!
omar 9:28AM (8/10/2007)
I agree that they should be concentrating on gaining new Swedish owners not so much on a messed up new product lineup. Volvo in my opinion is one of the greatest car markers, but they have been showing difficulty lately in a brand image. Dropping that diagonal bar off the grille is murder to the volvo brand, their car front end will look like every other car out their. I highly doubt that they will dropp the diagonal bar, but just fancy it up a bit more.
Next Volvo wont change from front wheel drive to rear wheel because of safety reasons. So what they need to do instead is get a different set of transmissions that transfer 50 to 60 percent of engine power to the rear wheels to regain that rear wheel drive feel but only with a transversly mounted engine.
Finally could someone tell me why is it that Volvo wants to make the S40 into a 5 door hatch, thats another V50 but however. So now whats the purpose of the C30. Only thing that I can see that they are trying to do in comparison with audi is
Audi A1 Volvo C30
Audi A3 Volvo S40 (or whatever it will name)
Audi A4 Volvo S60
Audi A6 Volvo S80 ( new generation doing a nice job)
Audi A8 Volvo ..... ( maybe a new sedan coming S100)
Audi Q7 Volvo XC90
Audi Q5 Volvo XC60
Mercedes R Class Volvo XC100
Volvo needs to come to some grasp with this product line, its quite messed up.
Azizi 8:02PM (8/09/2007)
the article says the name will change from S40 to V30, but you say S40 to V40....
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SSBR 8:11PM (8/09/2007)
BMW is a great car company, and despite hardcore BMW enthusiast opinions about the styling, numbers don't lie. BMW year after year is posting record sales. You don't need to be a BMW to be successful or appealing. While it should be a compliment to BMW that so many manufactures try to chase after the BMW (Lexus, and now a days, Cadillac). But manufactures have to realize they don't really need to be like BMW to sell well.
BMW buyers are going to buy BMW. Volvo buyers are going to buy Volvo. Point, end.
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CH 9:11PM (8/09/2007)
Darn right! Volvo will not be producing BMW clones. They have said repeatedly that they are not a performance-oriented car company, but car mags just can't help themselves.
The article is just a lot of mindless speculation. Take for example the statement: "Volvo engineers are understood to be fighting an internal battle with bean-counters to get the funds to develop an enthusiast-friendly chassis." So, the chassis has yet to be designed? There are already test mules for the running gear of any car that going to be released in 2009.
Don't these guys have any concept of the development timeline for a new car?
SAM 3:06PM (8/11/2007)
I totally agree. Very well said SSBR
Robert 8:37PM (8/09/2007)
I don't think Volvo has picked a bad direction in design, features, amenitites, performance, etc., but they have a long way to go to match BMW.
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Devin 8:52PM (8/09/2007)
I absolutely love the look of that S60. However, if it sounds too good to be true and looks too good to be true.... well u get the idea. This rendering as well as the XC60 concept that was shown earlier this year are both gorgeous, and showcase a design direction that seems out of Volvo's reach. Maybe I will be wrong, and Volvo will start bringing us sexy cars, but until I see the sheetmetal, it's probably too good to be true.
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Brendan Smith 10:12PM (8/09/2007)
Also, no I-6?
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BartMack 10:16PM (8/09/2007)
IMO Volvo needs a hot sports car.. a 2 seater coupe/roadster that (performs and) appeals to.. umm.. non-soccermom types... ah-hemm
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pe_tor 10:35PM (8/09/2007)
Seems like if Volvo wants a truly sporting chassis for the next S60, they'd have a starting point better than anything they've done if they just copied what Ford did with the newest Mondeo. Of course, a bit of work (and money) to use fancier materials to lighten up the front end, maybe further sharpen the steering, there's room for that in the price of a Volvo. Not to mention adding all wheel drive, which they should be able to use what they learned from the S60R and push that a little further towards actual fun.
Still, it seems if Volvo were to do anything to improve sales, it'd be to appeal to their pretentious audience more and go for the Eco angle with clean diesels and/or hybrids, but unfortunately they're behind on those technologies as well (D5 and D6 are nice, but nothing compared to the latest BMW and Audi and Merc diesels).
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