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From Swedespeed.com Events Coverage
With this newfound muscle theme at Detroit, one might have thought that a brand like Volvo, with few new models recently coming to market, could easily be overlooked and dismissed. However, one new model packaged as a concept kept the Swedes squarely on the radar of the bustling journalists who jammed Detroit’s Cobo Hall to report the latest on the auto industry. C30
This handsome new car, with its 1800 ES-inspired wagon-like back, shows great potential among affluent lifestyle buyers, like those who might buy a MINI Cooper, Audi A3 or Volkswagen GTI. The C30 may share much of its front sheet metal and dashboard with its P1-platform siblings the S40 and V50. But that didn’t hinder the gawking. This C30 show car featured 19-inch wheels and a body kit sure to make enthusiasts salivate. These features looked great on the show stand but are unlikely to make production.
Under the hood was a turbocharged 5-cylinder version of the T5 already found in the S40/V50, albeit massaged to 260-hp. If that makes production, it could place the C30 at a power premium over other competitors such as the GTI and A3 3.2. Inside, the front seats were pulled from the new C70, featuring motorized front and rear adjustment, as well as controls at the release handle for back seat passengers . At the back, the dual bucket seats offered a cool look, but would make it very difficult for Volvo to engineer a trunk cover as one might find in a traditional hatchback. All seating surfaces were a great-looking dark chocolate brown color, seemingly back in vogue ever since Porsche made it a staple in the high-visibility Carrera GT supercar.
The P1’s trademark center stack featured an aluminum finish with an etched design near the shifter. Additional detail work not seen in other P1s could also be found, such as alloy pedals and metallic flecked trunk carpeting. Since the photos first leaked of the car, the C30 has made waves on discussion forums frequented by owners of Audis, MINIs, Volkswagens and in particular the Ford Focus, where disgruntled Focus owners lament both the passing of the Focus SVT and the choice by Ford not to bring the next-generation European Focus ST to America – a car that shares platform and drivetrain with the C30. All of these owners should be in the C30’s target market, and they’d be a great starting point for expansion of the Volvo customer base.
Swedespeed ran its own poll when photos of the car first appeared, trying to determine which cars the C30 might most closely compete with. Over 80% of respondents named the 5-door Audi A3 as its chief rival. Volvo might note that while Audi sells a basic $25,000 version of the A3, by a longshot most of A3s roll out the door for more than $30,000. Also noteworthy are the A3 buyers' demographics- while younger than they typical Audi buyer, their incomes are more in line with those who buy Audi's larger models like the A6. One of Volvo’s staff mentioned the C30 was not originally intended to happen. It was the overwhelming positive response to the company’s SCC concept and its handsome rear design that helped make the company’s decision to develop the C30 further.
Although Volvo has committed to producing the C30, where it will stand in the market remains to be seen. Do they want this car to be an entry-level model like the Volkswagen Golf, or more of a lifestyle car like the Audi TT? A spokesperson for Volvo identified the C30's position as more of a ‘runabout’ for someone who owns a larger car like an XC90 V8 or a V70R rather than an entry-level Volvo. It seems ‘Lifestyle’ and ‘Entry-Level’ do not go hand-in-hand. The company will have to make a decision and stand by it. Many Volvo dealers currently see the S40 as a price point base model and package them accordingly. The trick will be to fight that instinct on the much more dynamic C30 and keep it true to concept. Lincoln Mark S
Further propagation of the Volvo P2 platform continues at the Ford Motor Company. While the Mazda6 sedan platform spawned the Ford Edge and Lincoln MK X CUVs, Ford adapted P2 into a large Lincoln sedan that will most likely evolve into a full production vehicle within the next year. This new Lincoln, badged MK S (pronounced Mark S), is the first product out of Dearborn to fully benefit from the presence of ex-Volvo design boss Peter Horbury. It’s certainly a handsome design that would presumably benefit from existing Volvo hardware such as the XC90’s V8, 6-speed Geartronic box and Haldex with Pre-X function. In the past, Ford staff have been slow to emphasize the Volvo connection in cars like the Freestyle and 500 sedan. Things may have changed though, as we led a short conversation with Ford Motor Company President Jim Padilla with the question confirming the use of the “same platform as the 500”. Padilla responded that yes, it uses the same “Volvo XC90”-derived platform as the 500 and the Freestyle. And why not emphasize the association? Volvo’s record for safety is second to none and its strong proficiency with cars and car-based SUVs can complement Ford’s proficiency with trucks. A good looking car with a strong drivetrain is just what Lincoln needs to re-establish itself in the luxury market, though it still has a tough job ahead of it as virtually all of its competitors are at the top of their games.
RSTC Further permeation of Volvo technologies seem to be occurring in the SUV business. We counted several new SUVs that now use alternately named versions of the same technology that Volvo launched as Rollover Stability Traction Control in the XC90. A few of these included the Audi Q7 and the new Chevrolet Suburban and GMC Yukon models.
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