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
Volvo CEO Stephen Odell explains in the press release for the new S60 why people who buy 3 Series sedans don’t cross-shop Volvo… and why he wants to expand his brand so that someday they might. But leaving aside the sad fact that every luxury brand wants to build “the new 3 Series,” we’re having a hard time figuring this move out. Considering that Volvo is about to get a Chinese-style upscale overhaul, expect the “dynamic driving properties” part of the “what does Volvo stand for this week” exercise to fall off the radar with haste. And really, Volvo makes a lot more sense as a Euro-tinged, safety-forward alternative to Lexus and (in China) Buick than a BMW wannabe.