Newspaper article The Journal (Newcastle, England)

Volvo Goes for the Go-Getters

Newspaper article The Journal (Newcastle, England)

Volvo Goes for the Go-Getters

Article excerpt

Byline: By David Whinyates

In the brand-conscious world of executive cars, Volvo's image has traditionally been more old-geezer than young go-getter. While Audi and BMW have successfully carved out a market amongst thrusting young executives, Volvo has remained firmly entrenched as the car of choice for the older generation.

The company's own figures prove it. An astonishing 34% of Volvo buyers are nearing or over retirement age and 89% are over 36. The Swedish company is also heavily dependent on male buyers ( only 11% of its customers are women.

It's not hard to see why. In spite of successfully shedding its agricultural image with a series of powerful models and improved styling, Volvo just hasn't had a car which appeals to young people with money to burn.

So enter the new Volvo C30 ( the car which the Swedes hope will change the company's image for good. It's Volvo's first ever small car ( 22cms shorter than the S40 ( and is only available as a three door.

It's billed as a sports coupe rather than a hatchback and one look at the back end tells you why. For while the front styling is what you might expect from Volvo, the C30's rump is a candidate for rear of the year and gives the car a unique personality.

Modelled on the design of the P1800 sports coupe of the 1960s ( the car made famous by Roger Moore as The Saint ( it is sharply contoured, heavily sculpted and features a deep, all-glass tailgate topped by a distinctive rear spoiler. There's simply nothing else on the road like it and Volvo reckons that will make the C30 the next big thing in trendy motoring fashion.

Volvo UK believe the C30 will dramatically lower Volvo's age profile ( 45% of buyers are expected to be under 35 ( and attract more women to the brand with 25% of sales going to female buyers. …

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