Volvo dropping ‘R’ performance range
04-10-07, 08:49 AM
#1
Super Moderator
Thread Starter
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.”
04-10-07, 09:09 AM
#3
Lexus Fanatic
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.
04-10-07, 11:24 AM
#5
Super Moderator
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.
04-10-07, 12:11 PM
#6
Speaks French in Russian
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; 04-10-07 at 01:59 PM.
04-10-07, 12:42 PM
#7
Lexus Champion
Join Date: Dec 2002
Location: IL
Posts: 2,854
Likes: 0
Received 0 Likes
on
0 Posts
From what I've read, the cars had horrible turbo lag and terrible steering. They rarely were in the top spots of any comparo. Successful companies focus and that's what Volvo is doing here.
Trending Topics
04-10-07, 01:14 PM
#8
Super Moderator
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.
04-10-07, 01:54 PM
#9
No, not really...It's not sad at all. All auto companies have to learn from their marketing mistakes. Volvo is now learning from theirs. At one time they had a good and successful company, with somewhat boxy-shaped but safe, well-made cars.....cars that did pretty well in snow even though most were RWD. The company may have had a stodgy "image" but they did well nevertheless, and, like Subaru, had an intensely loyal core of customers.
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.
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.
Volvo Group 1996 Sales - 156,060
Volvo Group 2006 Sales - 258,835
Those are from the Volvo annual reports. I don't think you can say they've become less successful either.
04-10-07, 03:18 PM
#12
Registered User
Join Date: Dec 2003
Location: California
Posts: 2,085
Likes: 0
Received 0 Likes
on
0 Posts
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.
04-10-07, 03:24 PM
#13
Lexus Test Driver
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.
04-10-07, 04:15 PM
#14
Lexus Champion
Join Date: Jul 2001
Location: Redondo Beach, CA
Posts: 2,212
Likes: 0
Received 0 Likes
on
0 Posts
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.
04-10-07, 04:25 PM
#15
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.