Lookin' Swede: Volvo reveals Geneva-bound 2010 S60 sedan

A company's image can be a burden and a blessing. Volvo, for example, remains keen on ditching its image for boxy, lackluster automobiles, but it's eager to capitalize on its reputation for safety. With its sale from Ford's empire looming on the horizon, the Swedish automaker has been hard at work to spruce up its image, and this is the latest result.

Though predictably toned down for public consumption, the production-ready Volvo S60 sedan bears close resemblance to the stunning S60 Concept that debuted at the Detroit Auto Show nearly a year ago. Gone are the suicide rear doors and the flashy panoramic roof, and the shape of the headlights have been toned down just a touch, but the coupe-like roofline and the aggressive overall styling stay.

On the safety front, the new S60 features a new Pedestrian Detection system that – you guessed it – detects pedestrians and brakes the car to a full stop from up to 30 mph if the driver fails to react.

The new sedan will debut at the Geneva Motor Show next March, with production slated to begin at Volvo's plant in Belgium early next summer. Once out on the road, the new S60 will be gunning for the likes of the BMW 3 Series, Audi A4, Acura TL and Mercedes-Benz C-Class, all of which comprise of the most competitive segments in the industry. In the meantime, Trollhattan has released a pair of images you can view in the gallery below and a short press release which we've posted after the jump. Thanks for the tips, everyone!

[Source: Volvo]

PRESS RELEASE:

Sculpted to move you - first pictures of the all-new Volvo S60

Here are the first official pictures of the all-new Volvo S60 - sportier and more dynamic than any previous Volvo model.

"The all-new Volvo S60 is sculpted to move you. It looks and drives like no other Volvo before and the car's technology will help you to be safer and more confident behind the wheel," says Stephen Odell, President and CEO of Volvo Cars.

The Volvo S60 can be equipped with Pedestrian Detection - a groundbreaking safety feature that can detect pedestrians in front of the car and brake automatically if the driver does not react in time.

The all-new Volvo S60 is being unveiled to the public for the first time at the Geneva Motor Show in early March next year. Production of the sporty sedan model will start in early summer 2010 at the Volvo Cars plant in Ghent, Belgium.

"Customers in this segment want emotional appeal, sporty design and dynamic driving properties. The S60 has it all. We are convinced that it will be one of the strongest contenders around," says Stephen Odell.