Volvo’s Midlife Crisis > What To Do With Lineup?
[Images: AutoCar]
By Gunnar Heinrich
Volvo is deep in the throes of a mid-life crisis, if such a lifestage could be pinned on a corporation.
The future uncertain in the unsteady hands of the Ford Motor Company, the I Roll people have had to rethink their lineup for a market that looks set to be dominated by German marques.
Their solution is to take a flame thrower to the mid-range S60 sedan that will appear as a BMW 3-Series rival for M.Y. 2010 and to scrap the S40 moniker (and compact sedan) for a V-Series hatchback that will aim to compete against the Blue Roundel's 1-Series.
"Volvo engineers are understood to be fighting an internal battle with bean-counters to get the funds to develop an enthusiast-friendly chassis," Autocar reported.
Volvo's troubles stem largely from its understated, safety-first, family hauler image – an image that Ford execs have worked hard to hone since the takeover – and one that will likely hamper the Swedes' efforts to sway fiercely loyal, sport-minded 3-Series drivers from their cars.
[Source: Autocar]
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