• Oct 2, 2008
Click above for high-res gallery of the Volvo XC60

Vehicle sales are brutal everywhere of late, but Volvo has been tanking long before any industry-wide slowdown took place. That makes the March 2009 arrival of the XC60 crossover that much more important, as it's the first all-new Volvo (besides the low volume C30) in many years. Since customers have been turning away from the Volvo brand of late, marketing will play a big part of the XC60's success. Volvo has unleashed its new campaign for the CUV already with the tagline, "The new Volvo XC60. From Sweden with löv." We get it. Volvo is stressing its Swedish roots in marketing its new vehicle. Hey, it works for IKEA, right? Volvo even utilized the Swedish spelling for 'love' to give its new crossover more Euro appeal.

Our tipster Caitlin didn't think it works at all. The reason? Löv means 'leaves' in Swedish and has nothing to do with that certain brand of affection that makes our cheeks blush. According to Caitlin, Lov without the umlaut means 'vacation' or 'break', which sounds like a better advertising angle for a CUV than leaves, but just doesn't look as "Swedish" in print. The proper translation of 'love' into Swedish is "kärlek", so when you begin seeing the XC60 on U.S. streets next March, just remember that it comes from Sweden with kärlek. Thanks for the tip, Caitlin!


[Source: Volvo]


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  • 22 Comments
      • 6 Years Ago
      its really good looking but the mpg is horrible! 15/18/22 thats really sad for the size. the toyota highlander get 18 city and it way bigger.
        • 6 Years Ago
        Haha, that's why Volvo decided only to launch it with the diesel engines here in Sweden. No one would have thought of that a year ago, heck no one would have thought of that 1 month ago as volvos are strongly associated with non and turbo straight gasoline fives =)
        • 6 Years Ago
        "edit" the toyota get 17 but still.
      • 6 Years Ago
      This is just awkward, as Swedish is my native tongue. Volvo's marketing office really need to grow a better sense of humor because that is just a seriously bad pun. Don't get yourselves tangled up in the löv-leaves thing, their intent was to draw a phonetic parallel to love and brag a bit about having a longer alphabet than you.
      • 6 Years Ago
      As an FYI, Volvo is doing some sort of advance showing/driving event tour for the XC60 also bearing the "From Sweden With Löv" title. Here are links with more info, including registration:

      http://www.volvovine.com/fall08/fall08_xc60lov.html?utm_campaign=vine_fall_08&utm_medium=htmlemail&utm_source=silverpop_email&utm_content=xc60_learnmore

      http://www.volvocars.com/us/campaigns/Misc/Pages/XC60LaunchUS.aspx?deeplink=ExperientialTour
      • 6 Years Ago
      i don't know but löv might actually also have to do with swedes jokingly saying "I löööööv you" instead of saying the literal swedish translation of I love you (which is jag älskar dig)
      • 6 Years Ago
      looks mycket bra!! but man,i do miss when Volvos were honest...200,700 even the older 140s svenka bilen
      • 6 Years Ago
      well I drove this car a few days ago in Europe. They are in a sort of tour. I have to say that the presence of this car is superb. Understatement and style... and it feels very good on the road.
      Not more than 20 minutes, 185HP D5, geartronic, black sapphire and Summum edition with every other kind of "plus".
      I drie at the moment a V70 with the same engine and I think I'll switch to this.
      • 6 Years Ago
      i don't know why Volvo is doing so terribly. It's not like they're ugly like Acuras, uninspiring like Saabs, or boring like Lexuses.
      my guess is that it's brand recognition. I think the average person still thinks that Volvos are those oddly styled boring safety boxes on wheels. Volvos arent flashy so they probably wont show up in music videos or high profile action movies. I think Volvo can be like the way Alfa is overseas. They can be known to be stylish, even if not flashy like BMW or Mercedes. It might take a while before they appear in hip-hop videos, but at least they can appeal to everyone else.
        • 6 Years Ago
        i think one of the reasons it isn't doing too well is because it can't shake off its "soccer mom" image

        also; where i'm from, a guy driving a volvo conjures up images of a soy-latte sipping, skinny-jean wearing, metrosexual... the same goes for guys that drive Priuses too :-/
        • 6 Years Ago
        I just bought my first Volvo and I'm 26 and definately not a tight jeans wearing person...

        But the look of the C30 in Black Sapphire was just too good to resist!

        Although the 5months delivery time was almost a deal breaker... I would NEVER usually wait that long, but I hope it's worth it!
      • 6 Years Ago
      wow, that thing has a logo-on-grill the size of a salad plate!
      • 6 Years Ago
      Can we please get our facts right? Löv is not Swedish for love, it's a play on words and alphabets, and the XC60 is just as "new" as the new V70, XC70, and S80. The C30 is not "all new" since it is based on the 2005+ S40, V50 and C70. If we're just counting "new" then the C70 in 06, the S80 & C30 in 07 and the V70/XC70 in 08 should count.
      • 6 Years Ago
      EXTERIOR IS AWESOME! INTERIOR IS SOO UGLY!
      • 6 Years Ago
      Re: the blog post

      I'm not sure what the point is... that marketing isn't always entirely honest? Well.. duh. The 'Lov' thing no doubt isn't used in their Swedish advertising.

      That aside, I think the XC60 is fantastic, and the one I'd go for were I in the market for an SUV.
        • 6 Years Ago
        On the contrary, "löv" is used in Sweden. The point is that when pronounced phonetically it sounds like "love" in English. Especially when put in that context.

        The same thing applies in all the Scandinavian languages. We löv our Volvos.
      • 6 Years Ago
      Is it just me or does this car look extremely futuristic?
        • 6 Years Ago
        Larry you havent seen the XC60 in real life have you? It's far, far different to a XC900.
        • 6 Years Ago
        it's you - there is no significant difference in styling between this and the xc90, which was introduced 5 years ago - with no real cosmetic improvements since.
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