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 40-series concept vehicles — the 40.1 and 40.2. The concepts lay out the design direction of the next-generation 40-series vehicles.

There’s a new drivetrain waiting for them. Volvo’s T5 Twin Engine drivetrain sees a 1.5-liter three-cylinder engine and electric motor work together through a seven-speed dual clutch transmission.

Volvo CEO Hakan Samuelsson told Automotive News that the 40-series vehicles will arrive in the U.S. within three years, though the automaker claims the first offering should start production in 2017, likely as a 2018 model. Interestingly, Volvo trademarked the C40 badge last November.

Many believe that the new compact Volvo crossover will carry an XC40 badge, but that might not be the case. The automaker’s focus will be on the models it feels will be the most lucrative, and crossovers and hatches take precedence over a sedan (which will no doubt carry the S40 name). An S40 trademark hasn’t been filed in the U.S., implying that the crossover and hatch will land on these shores first.

[Images: Volvo Car Corporation]