#VolvoR

Stereotyping is something we all do, for better or worse. It’s in the normative for people to establish an immediate set of parameters around a person, place, or thing (so, nouns) without a second thought. The human brain is comfortable within these predetermined expectations. Similarly, consumers have expectations and stereotypes of brands. X/Y/Z brand are expected to offer a particular style, model, or paint color — and many brands exist in these stereotypes entirely without any joie de vivre, or whatever French phrases people throw out to sound intellectual.

But today I want to know what cars stand out within their brand. Which models past or present threw the marque’s guideline book out the window to become par excellence? (Ugh.)

While Volvo has had the occasional flirtation with performance (the 850R and S60R/V70R twins spring immediately to mind) the Swedish brand is most know for a dedication to safety. It was safety that attracted me to buy my first Volvo, a 1998 S70 T5 (5-speed manual of course), but it was performance that resulted in my second Volvo purchase, a 2006 V70R (6-speed manual). Unlike my Swedespeed.com brothers, however I had no delusions about the future of the R brand as Volvo doubled-down on their core. The R-Design models are a concession to speed freaks with a Swedish soft spot. Let’s see if they can fill the void.