#volvo

Volvo is taking a very unique approach to its advertising for the Super Bowl this year. Rather than simply have the network air its commercials during the breaks, it has decided to compete with the game directly for viewership.

Called “The Longest Drive,” the automaker’s smartphone game is reminiscent of dealer and radio contests where people have to keep their hands on the car to win it. The difference here is that Volvo is concerned with your eyes. Participants will compete to log the most amount of time looking at stock footage of the Volvo S60 in the hopes of claiming one as a prize.

Mercedes-Benz tried something similar last year with its digitized “Last Fan Standing” competition. In that contest, people were asked to keep their finger on a Mercedes-AMG C43 Coupe as the company monitored their cell phone, waiting for them to make a mistake. Unfortunately, mistakes were made long before the contest began.

I get it. No real enthusiast should like crossovers. They’re tall, handle poorly, slurp gas, and aren’t as space efficient as the cars upon which they’re based. They aren’t a true sport-utility vehicles, either, as their on road-focused designs can’t handle rough terrain.

I used to be like you. I’m a car lover, and always will be, but the market has spoken, and it seems that most new vehicles coming our way will be high-riding wagons of some sort. So it’s time to get on board.

The 2019 Volvo XC40 T4 might be the tipping point for me. It’s not perfect — few cars are — but it works so incredibly well for its mission, moving people and stuff in style. That it is reasonably priced and has truly excellent fuel economy are merely bonuses.

Polestar, the performance-oriented luxury brand created by Volvo’s Chinese parent company Geely, already has a 2-door hybrid sports car coming down the pipe later this year — the Polestar 1. However, the company is already teasing a follow-up sedan that aims to remove the internal-combustion component entirely and take on the likes of Tesla’s Model 3.

Dubbed the Polestar 2, the model will be a four-door fastback built on a modular platform with a battery pack intended to deliver roughly 300 miles of range on a single charge. While that sounds competitive, Volvo has previously indicated the Polestar 2 might start around $50,000. That’s not a far cry from the Model 3’s current starting MSRP of $44,000 ($46,000 until a few days ago), though Tesla promises a base version in the neighborhood of $35,000 later this year.

It’s that special holiday time of year again. For a few short weeks, people go out of their way to be nice to others, and to wish one another the best in the upcoming new year. While the niceness still abounds, we want to know which car manufacturer receives your well-wishes for the future.

The California New Car Dealers Association is requesting that Volvo immediately end its Care by Volvo subscription service within the state. According to the group, the automaker is in violation of California’s franchise and consumer protection laws.

It’s been a long time coming, as Care by Volvo is clearly designed to minimize dealer interactions. Anders Gustafsson, CEO of Volvo Cars of North America, even said the program claimed as much as 15 percent of the XC40 crossovers intended for dealerships this year.

“It’s really the same concerns from everybody, and it’s just that they don’t feel secure,” Gustafsson of said dealers last month. “They’re afraid we’re going to take something away from them … I would say the biggest question mark around subscriptions is that consumers need to decide that. Our retailers are asking, ‘Please let us be involved, because we can help.'”

It looks like they’re tired of begging.

Today’s Rare Ride fits squarely in the I Didn’t Know About This file. It’s a military-grade Volvo from the 1950s, which the company transformed into a civilian vehicle nearly three decades later.

Presenting the C202 Laplander.

Volvo has decided not to bring any vehicles to AutoMobility LA, the tech-focused preamble to the Los Angeles Auto Show. The reason? The brand says it’s not an auto show, despite the word auto being in the title. Volvo claims the industry is changing and so are the expectations of the people who use them. While this may be true to some extent, many people still expect carmakers to promote their cars and aren’t likely to swayed by mobility jargon or a rotating centerpiece that solidifies Volvo’s narrative.

Earlier this week, we mentioned Volvo’s launch of a social media campaign that includes a photograph of a phone displaying text reading “ this is not a phone.” The gambit effectively built intrigue for the show, but the campaign will continue in LA — resulting in a display featuring “a number of interactive demonstrations of connectivity services, such as in-car delivery, car sharing, [and Volvo’s] vision for autonomous driving.” But no cars.

Volvo released a mysterious teaser image for the Los Angeles Auto Show on Monday. The photo features what is obviously a phone boasting bold text that reads “this is not a phone” while resting on the seat of an automobile.

While it’s not immediately evident what the car brand is promoting, the hashtags #FutureIsMobility and #AutoMobilityLA give us a few hints. Volvo has an app and intends on debuting it in Los Angeles at the end of the month. As for what it might be for, we have some hunches. The strongest of which results in a follow-up press image where the phone says it’s a car dealership or key.

Despite the push from an eager industry, car subscription services haven’t proven an overwhelming success. The general consensus is that premium services, while intriguing concepts, are too expensive and complicated to maintain at scale. Book by Cadillac, which was recently suspended by General Motors, is emblematic of the public’s lackadaisical response to a system mired in logistical issues.

However, the concept itself isn’t dead just because one manufacturer decided it wasn’t worthwhile. Other premium nameplates still have their own services — Toyota plans to launch its own subscription-based pilot program in Japan soon, while Volvo Cars has enjoyed some success with Care by Volvo. Still, framing it as a trouble-free victory for the brand would be a mistake. Volvo’s subscription service has been as much a learning opportunity as it has been an overwhelming triumph.

What do you get when you cross practical Swedish design sensibility with some Italian flair? You get a very expensive and boxy two-door sedan with a Bertone badge on it.

Presenting the 1989 Volvo 780.

After hiring financial advisors earlier this year, a move many believed was a precursor to an initial public offering (IPO), Volvo parent company Geely now claims the waters are too choppy to float any shares in the resurgent Swedish automaker.

First reported by the Financial Times this past weekend, the Chinese holding company says there’s too many uncertainties and headwinds in the industry right now. Thus, no Volvo stock for you. The biggest uncertainty is the one that’s keeping automakers on edge the world over.

I want to love you, CKD.

But who, or what, is CKD? It stands for Completely Knocked Down, and it’s a term used for a rather strange way to build a car. It works like so: A “mother plant” builds a new car. But not all the way. Just into sub-assemblies that can be put together in another plant devoted specifically to final assembly. Think of Ikea furniture; that’s CKD. That Tamiya Hornet you built back in 1985? Miniature CKD, my friend. I think you get the idea.

Now, it so happens that there are some countries out there that like to stimulate local employment by placing heavy tariffs on cars built elsewhere. Malaysia is one of those countries. So in March of 1967, Volvo opened a plant there to assemble CKD Volvos sent over from Sweden. This wasn’t “manufacturing” in its purest sense, but CKD assembly is often how “transplant” factories are jump-started; the first Accords made in Ohio were CKDs and now Marysville is itself a Global Mother Plant that is capable of making CKDs to be assembled elsewhere. Sure enough, after a while the Malaysian plant came up to speed and started building Volvos from soup to nuts.

In 2016, Volvo introduced the T8 “Twin Engine” version of its razor-edged S90 sedan. Compared to the S90 T5 I reviewed last year, the T8 has another 63 horses from increased boost pressure, plus an 87-horsepower electric motor driving the rear wheels. That S90 T5 was made in China to be sold in America. China is a long way from the United States. It is not a long way from Thailand. So when the owners of EVOLTN Magazine asked me to drive a Malaysian-assembled Volvo S90 T8 across Thailand, it seemed reasonable to assume that the CKD “kit” from whence it sprang would be Chinese. But as we all know, when you “assume”…

If only all automakers had what Volvo’s offering. Starting this month, buyers wishing for more of a sports car experience from their all-wheel drive, non-hybrid Volvo can hack some more attitude into it. On Wednesday, the Swedish automaker announced the availability of new software developed by its Polestar performance division that should do the trick.

Job One for this software? Send more torque to the rear wheels.

One of the downsides of doing this job is adapting to a new car every week. While the joy of never actually performing maintenance on your daily driver makes up for it, I struggle with basic tasks at times that should be second nature. Various cars have different locations for parking brakes, for example — I once stomped toward what I thought was a pedal-actuated parking brake, and instead caught my toe on the hood release.

That struggle extends to plug-in hybrids like this 2018 Volvo XC60 T8 — I simply forget to plug the darned thing in. Volvo quotes up to 17 miles of all-electric range. My commute to the office is right around 8 miles. I rather like the idea of not using a drop of gasoline to get to the day job, but two things conspired to keep me from that goal: my general idiocy, and the intoxicating torque supplied by this innovative powertrain.

Unlike Volvo’s S90 sedan, which is built half a world away from its V90 wagon stablemate, the Chinese-owned Swedish automaker has some flexibility in where it sources its XC60 crossover. Two plants — one in China, one in Torslanda, Sweden — crank out the second-generation utility vehicle, but the U.S. market gets its full share from the Orient.

After the Trump administration imposed a tariff of 25 percent on Chinese-built vehicles, Volvo’s XC60 suddenly found itself dragging a financial anchor. Hardly a great situation for a model that outsold all other Volvos in the U.S. last month. To side-step the tariff, Volvo’s already making changes.

Say goodbye to the Chinese XC60.