What you see above is a video of Volvo’s S60 concept car. Yes, concept, another teaser of something that Volvo might/will put out to the car market … assuming Volvo is still around making cars.
Volvo, like seemingly every car maker on planet earth today is not selling much. To make matters worse for them, Ford (the parent company) ain’t too happy and is trying to sell the division.
Maybe it’s because Volvo, although still making really solid cars, is making really forgetful cars. Seriously, I see them around, but I can’t tell you the last time I said “Whoa! Check out that Volvo!” They used to have the rep as being boxy, but reliable and safe cars … now, it seems they’ve replaced boxy with ‘pretty forgetful’.
C’mon, how did that happen?
Scandinavians are known the world over for their design sense. Think of Ikea and The Sydney Opera House and whatnot. How can they fail to make a car memorable?
Sure, the S60 has some nice lines, and they’re trying to push this boundary and that preconception, but … what … there’s not a lot of “there”, there. They don’t have the drama and grace of something that would come out of Italy (hey Ford, why don’t you send Ghia to work this?), they don’t have the surface tension of a German car. If anything, the latest Volvos are sort of heading towards quirky, in a French sort of way.
Something must be done, or you guys will be sold off to some Chinese industrial combine, slowly mashed into something that only has the Volvo badge, and little else, then, quietly, scrapped.
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