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Will Pumping Up With Polestar Make People Notice?

2012 Volvo XC60 R-Design

There are injustices in the auto industry just like in life. Sometimes the right person gets passed over for a job, the best player doesn't get to start or the wrong verdict is reached by a jury. And sometimes a good vehicle just doesn't get bought. That's what is happening with the Volvo XC60, which ended last year at the bottom of the sales list compared to luxury crossover competitors from Lexus, Cadillac, BMW, Mercedes-Benz, Audi, Lincoln and Acura.

While it's certainly true that luxury segments are packed with qualified candidates on which to spend your capital gains, the XC60 has compared favorably with the lot of them since its inception back in 2008, and so we're continually befuddled by its comparatively low sales numbers.

The blame could fall on a lack of marketing dollars behind it, a dearth of dealerships to sell it, or simply because some are wary of Scandinavian brands after what happened to Saab.
Whatever the reason, the XC60 has gone largely unnoticed by U.S. consumers. In response, Volvo is executing a plan that it hopes will attract new eyeballs not only to its attention-starved CUV, but the entire brand as well. That plan's name is Polestar, and it's already begun making its way across the entire Volvo lineup. The XC60 is one of the first models to receive Polestar's performance infusion, and we're going to find out if it's enough to make buyers take notice.

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2012 Volvo XC60 R-Design originally appeared on Autoblog on Wed, 01 Aug 2012 11:57:00 EST. Please see our terms for use of feeds.

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