Faced with dismal sales of the Volvo V60, the Swedish auto maker has decided to adopt a time-tested strategy for boosting sales of slow-selling station wagons: turning it into a pseudo-crossover.
Tag: volvo v60
Is it really necessary to beat the dead horse again? We know that enthusiasts love wagons, demand more wagons, praise wagons and don’t buy wagons. We should be lucky we have any wagons left in our marketplace. The Audi A4 and Subaru Legacy wagons gave way to the Allroad and Outback, two jacked-up, cladding-encrusted faux-crossovers that are really just wagons by another name. Volvo did the same thing too, axing the V70 wagon while retaining the XC70. And then they relented.
The job of saving Volvo in North America will be left up to the next XC90, a nameplate which accounted for 28% of Volvo USA sales in 2004, but just 9% so far this year.
The hope was that the V60 would show loyalists that Volvo is still in the wagon business, that Volvo is still Volvo. However, the owner of a one child/two dog V50 may not yet have even noticed one of the new wagons on roadways, as only 9% of the Volvos sold in the United States so far this year have been V60 wagons. (Read More…)
I thought I preferred the subtlety of the brown XC70 Polestar I tested back in September. I was wrong. With 350 horsepower and all-wheel drive, this must be the most desirable wagon offered for sale on our shores, even without a manual transmission. Press days for the show run from Thursday, February 6th to Friday, February 7th. Check back at TTAC for more debuts.
Starting in January of 2014, consumers will be able to buy a real wagon again from Volvo. The brand will re-introduce the V60 “sports wagon”, with a lineup of 4, 5 and 6-cylinder turbocharged engines, with the 4-cylinder motors eventually filtering down to the rest of the lineup.
There was ample hand-wringing when Volvo announced the death of their iconic station wagon in North America. While enthusiasts mourned the death of a cult classic, Volvo also announced a plug-in hybrid version of their V60 wagon, powered by a diesel engine and a hybrid drivetrain. Naturally, this vehicle was not destined for sale in North America.
The non-available V60 plug-in constituted the ultimate slap in the face for the Volvo faithful. Here was the newest generation of Volvo wagon (as opposed to the warmed over XC70 offered recently) with an environmental bent and the Euro-cachet of a diesel engine – but where was it? As Jamie Kitman of Automobile magazine rightfully pointed out, their core buyer is “green” but refusing to import such a vehicle may not be “lunacy”, because the Swedes have something more suited for American tastes – the same hybrid goodness, packaged as a gasoline-powered crossover.