Lookin' Swede: Volvo reveals Geneva-bound 2010 S60 sedan
by Noah Joseph on Nov 10th 2009 at 9:27AM 
2010 Volvo S60 – Click above for high-res image gallery
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!
Gallery: 2010 Volvo S60
[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.
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Reader Comments (Page 1 of 3)
dk 9:32AM (11/10/2009)
What came first, the Volvo or the egg?
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Mike7 10:42AM (11/10/2009)
Isn't there a way to block these spamming fool's IP address?
Eduardo 11:30AM (11/10/2009)
the current-gen Honda Civic.
Alex 9:32AM (11/10/2009)
I want to like it but something is not doing it for me. Maybe I just need to see it in the flesh.
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sullyjd 12:25PM (11/20/2009)
And you wonder why the American people don't buy American! They have to hire some German/European Engineers instead of the rednecks they currently employ!!
Rick 9:35AM (11/10/2009)
^ I agree. It's so close to be really nice. It looks squashed and to short? The proportions looks slightly unbalanced as well. Best Volvo yet, but it could have been much better.
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Mike P. 2:36PM (11/10/2009)
Also, that colour isn't helping it. Someone got a little too happy with the bronzer.
dukeisduke 9:40AM (11/10/2009)
The front end is a bit overdone. But, they've come a long way from the 240, and "it's shaped like the box it came in".
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BIG 9:42AM (11/10/2009)
kinda looks "opel"
http://www.autoincar.com/wp-content/uploads/2008/04/opel-insignia-2.jpg
no?
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PiCASSO 10:12AM (11/10/2009)
Exactly my first reaction... which is not necessarily bad. But I still prefer the Opel/Vauxhall/Buick look.
nissanGTR4ever 4:44PM (11/10/2009)
is it the nose or the front lights? there is definitely something wrong with it
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Nellydesign 10:38AM (11/10/2009)
Front overhang is too long and droopy. And those extra lights next to the headlights serve no purpose. Why are they even there? Overall it just looks awkward to me. I like the back end and the side is OK and the interior is great but the front end just tanks it.
Matt_Shift 10:43AM (11/10/2009)
i think its both...
don't know about you guys, but my inner-enthusiast had constant hard-on's for boxy Volvo T5's
i'll try to like this, but it'll be tough.
Btz 10:59AM (11/10/2009)
Those extra lights are daytime running lights, probably LEDs
dsgnr 4:45PM (11/10/2009)
They actually look quite good in reality.
John 9:43AM (11/10/2009)
I've liked most of their recent styling quite a bit, but not this. It seems very blob-like, and the front has an awful lot of fussy details, with the overall effect coming off as a demented fish.
That strong "shoulder line" that has been a hallmark for a while is very soft in this and I think that is a mistake. It was an attractive and easily identifiable feature that was unique to Volvo, and suggested solidity, without the cars looking like their boxy predecessors. With a different grille, this could easily be a Hyundai.
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rob.j.aponte 1:07PM (11/10/2009)
I was going to say the same thing. That line makes it look nice as an Elantra. And I mean that as a compliment. Good to see vehicles now being compared in design to a Hyundai, they sure have come a long way!!!
RWD 5:46PM (11/10/2009)
I agree completely about the shoulder line, it's been a very strong design element for Volvo... And a great one at that. I have an '89 240DL, even it has big shoulders that carry all the way to the rear of the car wrap around to the decklid.
I think the first S60/V70 was an absolutely gorgeous design! They took that shoulder line and used it beautifully to define the shape of the tail lights, those beautifully contoured yet simple tail lights. That same shoulder-into-tail light contour immediately made it into the entire lineup up until now... again, I think it was a simple but inspired bit of design.
This new S60 though, it doesn't translate as well. Probably because of their relentless quest to soften everything and smack themselves for even thinking the word "boxy". They are trying to at least keep it recognizable to the last generation, but they are trying too hard to reinvent the shape IMO. Honestly, I think a small evolutionary change would have been better. The current S80 and V50 for example, are just great looking. But then... I am a Volvo freak. Boxy T5's rule! Bring back RWD damnit!!!
Luis 9:47AM (11/10/2009)
I got it! It looks like a Buick. Massive mistake on Volvo's part.
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Paul 9:57AM (11/10/2009)
I think it looks great, though the proportions of that front end may be odd... definitely need an in person view to make final judgment.
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