Volvo Readies Small Car Revival, Trademarks V40 Name in U.S.

Steph Willems
by Steph Willems
volvo readies small car revival trademarks v40 name in u s

Volvo is determined to make a splash in the U.S. small car market when the next-generation 40-series cars arrive, and it’s already laying the groundwork.

The Swedish automaker filed a trademark application for the V40 name on August 31, paving the way for a five-door hatch that will ride atop the company’s new compact modular architecture (CMA).

The current V40, billed as a “small family car” by the automaker, has been sold overseas since 2013, and recently saw a styling refresh to hold it over until the next-generation models arrive. An earlier version of the model, with proper wagon proportions, left the North American market in 2004.

Failing to offer the current V40 in the U.S. was “a mistake,” senior vice-president for research and design Peter Mertens told Automotive News in March. Mertens blames the failure on Volvo’s past financial troubles.

Now surging, the automaker wants to complete its turnaround by introducing a compact sedan, wagon (or five-door) and crossover to the U.S. market. That announcement came in May, after the automaker introduced two

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  • 28-Cars-Later 28-Cars-Later on Sep 07, 2016

    A "Volvo" without a greenhouse is not a Volvo.

  • Tnk479 Tnk479 on Sep 07, 2016

    Please yes. Chinese ownership seems to be doing great things for Volvo. The XC90 looks great and I can't wait to see what the new XC60 and V40 look like. BMW is desperately hard trying to lose my future business. If no luxury automaker can get it's act together then I guess I will just buy a Civic Touring appliance and save/invest the difference.

    • Barksdale Barksdale on Sep 07, 2016

      Chinese ownership = money to do the things the Swedish designers and engineers want to do (and and are capable of). American ownership under the Ford genius bean counters that starved the brand was a disaster.

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