Geneva Gallery: 2011 Volvo S60
Published: March 3rd, 2010
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Sometimes you feel like a BMW… and sometimes you don’t. Volvo has caught wind of this, and offers the 2011 S60 in hopes of adding the Bavarian-ambivalent market to its solid Swedophile base. What Volvo seems to have forgotten is that part of the BMW appeal is that the brand can be successfully marketed without resorting to worn-out terms like “naughty.” At least it could, once upon a time.
More by Edward Niedermeyer
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To me a naughty Volvo is a 700 series with a hopped up 5.0L V8 stuffed in it. Perhaps an old S60/V70 R, but not this.
At least it doesn't have those asinine bulges over the wheel wells and an angled trailing line going off into nowhere. This is nice and understated. What's been featured so far has been overwrought and chaotic. Does every new car have to have a nightmare of curves, lines and angles from front to back ending with some version of a 59 Chevy or 58 Edsel tail lights ?