Volvo is a company in transition. Under new ownership after being sold by Ford, Volvo has had difficulty in distancing itself from it’s past. Much of the designs and components of their older models such as the S60 and discontinued S40 were based off of Ford, and for the S60, there are major changes underway to get rid of the old blueprint and start fresh in 2015. Well they’ve certainly done that by unveiling their new XC version of the S60. With a height adjustment of 2.5 inches, Volvo is moving away from their traditional sedan and have suddenly come up with a Subaru-like, height-adjusted, tough terrain beating car and station wagon.
The addition to the XC family has already caused confusion with the media as there is an XC V60 and a XC60 now, but the difference being one is a station wagon and the other a crossover. What are Volvo’s future plans, what segment are they trying to enter, and who exactly are they competing against with their new XC lineup? These questions seem to go unanswered, but one could speculate that they’re trying to be the more luxurious Subaru by offering AWD across their product line, or their bringing Subaru-like engineering to the luxury car market, a segment that hasn’t been capitalized as of yet. But is there a demand for it?
Volvos primarily sell better in the states with winter climates as their AWD systems are a luxury during the late fall and winter months during the year. It’s very possible that they’re trying to target a specific market that either likes off-road capabilities or prefers something other than Subaru without sacrificing the AWD and year round durability.
However, the redesigned Volvo XC90 might contradict that theory as Volvo unveiled the R-design trim that will surely take on the BMW X5 and Audi Q5. It appears the Swedish automaker is trying to take on multiple segments at once, while also innovating along the way. They have a triple turbocharged engine in the works that could revolutionize the car industry while also continuing to perfect their safety features on their cars.
It will be interesting to see the reception the XC S60 gets when it enters Volvo dealerships early this year. Personally, I see the XC V60 doing better as Subaru has lived off the AWD station wagons for years, and it’s possible Volvo can experience that same success. Great things are happening up in Sweden these days, and let’s hope we continue to see these changes as Volvos have become very luxury-based cars over the past 5 years or so.