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.

  • Beachy Asphalt only works to keep the dirt road below it dry, and it is the dry dirt that holds up the asphalt surface to make a smooth road surface. Once the asphalt cracks or a spring wells up and the dirt gets wet, all bets are off. It is usually due to a spring that perennial potholes form. They are very hard to get rid of.
  • JamesG I’m the owner of the featured car that’s currently on EBay. Thanks for such a nice write up on these cars. Mine happens to be in excellent condition and the photos don’t do it justice. The HT4100 isn’t as bad as some made them out to be and they can go 200k miles with proper maintenance. I also own a 79 w/the analog fuel injected 5.7 350 which should have been used through 1985 but ever-increasing CAFE regulations called for more economical power plants which made GM shelve this great motor.
  • Jeff S Adam on Rare Classic Cars recently bought a pristine 71 Kenosha Cadillac.https://www.youtube.com/watch?v=lY-G2dExgXE&ab_channel=RareClassicCars%26AutomotiveHistory
  • Jeff S Wouldn't most of the large suvs in NYC be livery vehicles? If so that would be hurting those who make their living by driving for hire.
  • EBFlex Yes their mass transit is great if you want to be beat within an inch of your life or pushed onto the tracks by some random psycho.
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