Volvo dropping ‘R’ performance range
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CL Community Team
Joined: Oct 2002
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From: Canada
Volvo dropping ‘R’ performance range
Volvo dropping ‘R’ performance range
Monday 9 April 2007
Volvo has confirmed that it will stop selling its R-badged performance lineup at the end of the 2007 model year. Originally launched during the mid-1990s with the first T5R model and continuing with the latest S60 and V70 range, the R performance line has failed to turn around Volvo’s conservative and safe image as its designers had hoped. This latest news comes as little surprise considering previous reports confirmed Volvo wasn’t going to replace the V70R model with the release of the new V70 wagon.
Speaking with Automotive News, Volvo CEO Fredrik Arp said there will still be performance oriented models but the cars won’t be carrying the R label. New models in the pipeline include a sports version of the C30 hatch as well as a V8 powered S80 flagship.
The problem was not with the cars themselves, but with the image of Volvo as a performance brand. Both the S60R and V70R featured 300hp turbocharged engines mated to Haldex AWD systems and an electronically controlled chassis with Ohlins shock absorbers. Unfortunately, the bulk of Volvo’s customers are not interested in performance cars and sports enthusiasts aren’t usually inclined to test-drive a Volvo when buying a car.
Volvo sold less than a third of its R-model cars that it had hoped to but remains committed to maintaining a performance range. “We are not giving up the title feature in our products,” Arp said, “we are working on the next phase, but it will not be immediate.”
Monday 9 April 2007
Volvo has confirmed that it will stop selling its R-badged performance lineup at the end of the 2007 model year. Originally launched during the mid-1990s with the first T5R model and continuing with the latest S60 and V70 range, the R performance line has failed to turn around Volvo’s conservative and safe image as its designers had hoped. This latest news comes as little surprise considering previous reports confirmed Volvo wasn’t going to replace the V70R model with the release of the new V70 wagon.
Speaking with Automotive News, Volvo CEO Fredrik Arp said there will still be performance oriented models but the cars won’t be carrying the R label. New models in the pipeline include a sports version of the C30 hatch as well as a V8 powered S80 flagship.
The problem was not with the cars themselves, but with the image of Volvo as a performance brand. Both the S60R and V70R featured 300hp turbocharged engines mated to Haldex AWD systems and an electronically controlled chassis with Ohlins shock absorbers. Unfortunately, the bulk of Volvo’s customers are not interested in performance cars and sports enthusiasts aren’t usually inclined to test-drive a Volvo when buying a car.
Volvo sold less than a third of its R-model cars that it had hoped to but remains committed to maintaining a performance range. “We are not giving up the title feature in our products,” Arp said, “we are working on the next phase, but it will not be immediate.”
Lexus Fanatic
Joined: Oct 2003
Posts: 94,328
Likes: 236
From: Virginia/D.C. suburbs
Then, in the mid-1990's, things started to unravel when the company marketers decided that boxy, RWD, crashworthy cars alone were no longer good enough...they had to adopt the humpback, aero-look, FWD, and more "sportiness". This was compounded by the added problems in Ford's marketing when they bought out the company.
The result was a less stodgy, less conservative, but also less successful Volvo. The company attempted to become a Swedish BMW, and it just didn't work. They actually had more success with the XC90 SUV, one of the most successful vehicles they ever introduced.
This illustrates the old lesson well.....if something ain't broke, don't "fix" it.
CL Community Team
Joined: Apr 2004
Posts: 17,329
Likes: 210
From: Miami, Florida
Also sad, but they never got quite rid of the boxy figure that that was and still is endemic to these cars. Would rather go get an Audi, which is what I heard from some Ford friends they were trying to emulate.
Speaks French in Russian
Joined: Oct 2002
Posts: 13,397
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From: What is G?
It'll be back. 3-4 years into the next generation models and you'll see totally new R models just like the previous models.
The R line was always meant to be a limited edition model. They discontinue it when a new model is introduced then bring it back mid way through the life cycle. When the S60R was introduced they planed only 5K a year which they did up to about last year or so when the competition really heated up.
The R line was always meant to be a limited edition model. They discontinue it when a new model is introduced then bring it back mid way through the life cycle. When the S60R was introduced they planed only 5K a year which they did up to about last year or so when the competition really heated up.
Last edited by GFerg; Apr 10, 2007 at 01:59 PM.
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CL Community Team
Joined: Apr 2004
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From: Miami, Florida
Turbo lag is absolutely true. I have had several Volvos show up at my track, and watched at least two drivers get heavily involved in tuning their Volvos to eliminate what lag they could.
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Registered User
Joined: Dec 2003
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From: California
I will agree with you on this in fact I have a secret interest in their new fold-away hard top coupe (c70), I'm really really diggin it.
Lexus Test Driver
Joined: May 2006
Posts: 8,349
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From: QC/FRANCE
No big loss I find.
They are known for safe cars not fast cars anyways.
I love some of the stuff they came up with. Especially for the S80. Have a sensor placed in the car, so you know if someone in it.
They are known for safe cars not fast cars anyways.
I love some of the stuff they came up with. Especially for the S80. Have a sensor placed in the car, so you know if someone in it.
Pole Position
Joined: Jul 2001
Posts: 2,221
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From: CA
I put this in the same bin as the failed L-Tuned project. While the Volvo R cars at least had true performance upgrades, the cars themselves were still not exactly head-turning overall.
Having a performance line means truly upgrading the cars to set them clearly above their mainline brethren, marketing them appropriately, educating the dealer force fully, and making no excuses for the inherent compromises. I hold up AMG and //M as examples.
Having a performance line means truly upgrading the cars to set them clearly above their mainline brethren, marketing them appropriately, educating the dealer force fully, and making no excuses for the inherent compromises. I hold up AMG and //M as examples.
Pole Position
Joined: Nov 2005
Posts: 327
Likes: 1
From: FL
A friend of mine in high school had an S60R and a current friend an S60. R was fun to drive, and they're both really good cars, but would I buy either over a BMW, Lexus, or even Infiniti....probably not.