Volvo arrived late to the SUV party, but they brought some killer tunes. The XC90 was a full-sized soft-roader CUV thingie before full-sized soft-roader CUV thingies were cool. Well, OK, it’s hard to argue that any Volvo was or ever could be “cool;” but the instantly recognizable ride was an instant hit with America’s safety-minded Soccer moms. Although the initial model sported a decidedly anemic five-cylinder engine, the company rectified the situation (for a price) with Yamaha’s V8; an inline six finally replaces the five banger for ‘07. Oh, and there’s a new, smaller XC60 coming too.
Codenamed Y278, the XC60 shares Ford’s C1 platform and major components (including an optional Haldex four wheel-drive system) with the new Volvo V70 and Land Rover’s forthcoming Freelander 2. TTAC’s resident photochopmeister Andrei Avarvarii has prepared a couple of renderings to give us an idea of how Volvo’s new baby will appear when car hacks wet its head at the next Detroit North American International Auto Show (NAIAS).
Avi’s based his work on confirmed reports that the Swedes have opted for a “Honey I Shrunk the Volvo” design approach (which sounds a whole lot kinkier than it is). The XC60’s snout will feature the traditional Volvo grille and a new pair of headlamps, inspired by the company’s other models. The trademark pronounced shoulder lines will suggest the XC60’s “sporty” character (they hope), while the XC60's short front and rear overhangs will emphasize its height (we know). In the rear, new lights and a sportier spoiler differentiate the smaller model from its big brother.
Given that the XC90 is a five passenger SUV/CUV, you gotta wonder why Volvo feels the need to offer another five passenger soft roader that looks the same as the bigger one, only smaller. If anything, they should've gone the other way: creating a seven seat SUV or, better yet, a minivan. Industry wags suggest Ford’s Swedish subsidiary has its sights set on luxury cute utes: the Lexus RX330, BMW X3, Acura RDX and the upcoming Mercedes-Benz MLK-Class (yes, another MB class). Nope. All these baby utes hang-out in the neighborhood of 35 large, where the XC90 also lives. The XC60 will compete lower down in the cute ute food chain, in the low to mid-20’s. It’ll have to take on Toyota’s V6 RAV4, Honda’s VTEC four-powered CRV and (oops) the Mercury Mariner.
So forget luxury. To conquest sales from these highly evolved, much loved competitors (Mariner aside), Volvo will have to sell affordable safety, rather than “premium” branding. The XC60 is also aimed at any members of the Volvo faithful who wants to step out of their cars and step [up] into something larger (taller?) that’s not quite as big (long?) as the XC90– assuming anyone moves from a car to an SUV these days. Of course, a lot of drivers suffering from PTFSD (Post Traumatic Fuel-Sucking Disorder) are getting out of full-sized SUV’s into cute utes. Given the XC90's higher margins, downward migrating XC90 owners must be something of a worry for Volvo of NA.
On the upside, Volvo’s commitment to safety shtick gives their vehicles a huge competitive edge in certain demographics. For example, there may be a large number Volvo owners with university-bound kids for whom a safety-oriented cute ute would be an ideal going away gift. There are two caveats to this scenario: 1) Will style-conscious college kids “let” their parents buy them a boring old Volvo– especially one that looks just like Mom’s? and 2) Did the Ford Explorer SUV = Death equation convince parents that SUV’s are inherently dangerous, even if they own one themselves? More generally, can safety be cute? Does it have to be?
Anyway, in these "SUV's are the anti-Christ" days, much of the XC60’s sales potential depends on the cute ute's fuel economy. We hear that the XC60 will get the same 235-horse 3.2-liter powerplant recently bestowed upon the XC90. In that installation, the EPA awarded the six pot 17/22 mpg. If you add a few mpg’s to the XC90’s economy (allowing for the XC60's lighter curb weight), the smaller ute might just break the critical 20mpg barrier. Then again, it might not. Then again, it better. Toyota’s Toyota RAV4 V6 FWD clocks in at 21/28. Wild card: the XC60’s 158hp 2.2-liter diesel. If the oil burner is US (i.e. California) compliant, a high mileage diesel XC60 with sufficient torque to get out of its own way would sell all day.
The verdict
On one hand, I thought the Jaguar X-Type died (it is dead, right?) for the sin of building an affordable mini-me version of a pricey product. On the other hand, no one wants to die, and Volvo owns that not dying mind space like Pee Wee Herman owns that icky porno theater head space (they still have porno movie houses, right?). On balance, I reckon the XC60 will steal sales from the XC90– and still be a major hit.
[For more of Mr. Avarvarii's work, please visit www.spyshots.carbonmade.com]
I don’t know the exact sales figures, but it seems as if Volvo has done quite well with the S40 in terms of tapping into a younger demographic. It also does well in terms of what has become the way the big winners in terms of dollars and cents win, in today’s automotive environment: platform sharing. As most anyone reading this knows, the underpinnings of the S40 are shared with fellow Ford siblings, the European Focus and the Mazda 3.
Likely, much of the suspension components and other underpinnings of the XC90 will find their way beneath the XC60. So it should be a winner, in that regard.
But then we get back to the question of can any Volvo be considered cool? It reminds me of when I met racer Peter Cunningham – no relation to the late Briggs Cunningham he told me – and confessed that my own personal ride was a ’72 Volvo 142E sedan (and remains so).
“No, that’s OK,” he said. “They’re good rally cars.”
Maybe what Volvo should do is enter an XC60 into the Baja 1000. Or let Bruce Meyers – inventor of the Meyers Manx, still alive and well – trick one out at the next SEMA show.
Visualize it: “Dude! is that a Volvo? Dude!”
Footnote: the great thing about the word “Dude” is that one can use it as a noun, verb, pronoun, adjective and adverb.
I wonder if this will further blur the line between a CUV and a “Macho Wagon.” Having owned both, I prefer the latter. I may be the only person in the US who thinks the XC70 is dead sexy, while the XC90 looks overweight and piggish (how could it not with that porcine snout?) I’d prefer a baby XC70 to a baby XC90, but maybe that’s just me.
It’s sad that in the middle of this CUV craze, Volvo forgets to update its V70/XC70 wagons. I wish Volvo put a better engine into the XC70. Ideally, a natually aspirated I6 but having the V8 option would’t hurt it either.
I bet that Volvo will introduce the XC60, and then enlarge the XC90, just as Acura did with the RDX/MDX and BMW with the X3/X5.
So I think you may be a little optimistic on the pricing, Robert. I suspect that Volvo will ask ~$33-38K for the XC60 and $40-45K for the XC90 once its enbiggened.
I’m not really clear on the unique selling propositions for the Volvos, as the BMW and Acura are likely already at the head of the class for safety.
Ah, you see? Branding. The Bimmer and Acura may be safe, but BMW’s are ultimate driving machines and Acuras are, um, hang on, let me check the website… Advance. No wait. Over to Google… Sport, Luxury, Performance. Who knew?
Volvo’s are perceived to be safer, even if they aren’t. All other things being equal, perception is all.
As for size issues, I understand the big, small, bigger big transition, but shouldn’t you launch with the differentiation in place, rather than opening the barn door after the horsepower is bolted in?
Hot, Hot, Hot… My old man owned a C70 when I was kid in the 80’s, box car style, but for some crazy reason, I loved it. Great that the PAG is getting up to speed now, but for some crazy reason, they’re sharing execs with the homeland NA PD in Dearborn… I wonder why that is?
>>I may be the only person in the US who thinks the XC70 is dead sexy, while the XC90 looks overweight and piggish (how could it not with that porcine snout?)
I’m not sure I’d go so far as to call the XC70 dead sexy, but it’s an attractive car, and the XC90 is a bit overweight and piggish.
I do know someone–not a car guy–who within the last two years bought an XC70 largely on the basis of the old safety reputation, and I know another guy with one whose other car is a Boxster, and in case, the attraction was more having a lively winter car here in New England.
I must say, I don’t think the new Volvos are nearly as cool as the old Volvos. The Vs from the 50s and 60s had wonderful styling. Styling lost out when the box came in, but the box was a wonderfully honest style, and for taht, I think those models will be shown at old car shows for years to come. The new ones–there’s just something not right about the face. It’s as if they didn’t quite finish the job. Nonetheless, this iteration rendered above is better than they’ve been.
I have never understood why Volvo never built a minivan. Kids + Safety = $ales $uccess, no?
I would have cheerfully put my name on a waiting list for a Volvo mini-van, back when we needed a minivan.
As for “the box,” we owned two Volvo 240 wagons and they were a great wagon. Cavernous cargo area, third seat option (let’s not look too close at how safe that might have been), pretty good handling, incredibly solid feel, easy to work on, good fuel economy. The turbo’ed 240s also offered good performance.
I think a lot of owners of “the box” would never touch an XC90, but I think that was also the point. Volvo moved into an entirely new market. The V70 remained for former owners of “the box.”
I’m quite sure they’re drawing owners from a new pool of people… The very idea of a “W 04” bumper sticker on a “box” Volvo is just plain ludicrous. I’ve never seen a bumper sticker on a “box” Volvo that wasn’t noticeably left of center (and all the Volvo owners I know, including me, are not just a little left of center, borderline Green Party is more like it) but I’ve seen “W 04” bumper stickers on XC90s other other new Volvos.
Our Town & Country is 8 years old, and the youngest child is 19 and has gone away. My wife who has driven the T&C is thinking about a small ute as a replacement. She liked the previous RAV4, but the new CRV with the pop-up rear hatch may be better. If the XC60, is priced against the CRV/RAV4, we will shop it, but in the mid $30Ks, it would be too expensive.
Downwards sizing XC90 owners would not concern Volvo if they were going to the XC60 rather than another brand.
As the very satisfied owner of a V70R – my first Volvo – I have to say that Volvo is an often ignored gem for many. Okay – the Volvo is not ultra-cool, but how many cars really are? I like the styling – the boxiness makes it great for space and it does not look like every other car out there. How cool are Toyotas? How cool are Chrysler 300’s now that they are everywhere and many are piloted by geezers – nothing wrong with that – but hardly cool. Does GM make a cool vehicle besides the Vette and the Solstice?
My wife thought the Dodge Magnum was sexy looking – yeah on the outside, but Volvo interiors and the seats are heaven.
I look at my bright blue 300HP AWD V70R wagon with a 6 speed manual transmission as the beautiful and sexy librarian, whom most people overlook because she wears her hair up, with slightly nerdy glasses – brains and the body – that runs under the radar for those less discerning. Volvo has the potential to make great cars and the XC60 could be interesting. Fortunately Ford does not seem to be intent on ruining Volvo.
And dhathewa – I have to disagree that Volvo owners are always left – Ayn Rand rules for me (NOT libertarian!). Lets just say Volvo owners run outside the herd.
For some reason old 240s are extremely popular among the younger artsy set. This car is for those folks who’ve recently gotten jobs that allow them to afford something new.
I mean, you can only kid yourself on the coolness of a 240 for so long.
the Verdict is Who cares. Volvo should build cars.
Lose those taillights. PLEASE.
Nathan, the Volvo 240 is cool. I should know, I own one. Nevermind the fact that it’s also an Estate.:)
259,000 miles, and I autocross it every season. Vovlos are a way of life for us Volvophiles. I really can’t imagine owning anything else, really.
I guess it just depends on your definiton of cool. If you like Camaros with 5849054850558hp then no, this isn’t your car.
Don’t get me wrong, the 240 is very dependable and useful.
But the handling is crap, the ride is rough and the engine is thrashy. I can’t imagine choosing one for an autocross event. Maybe for the challenge? To have a good story to tell? Definitely not because it is a great drivers car.
I’ll maybe give you ugly-cool, but that’s it.
The suspension isn’t that bad, really. Is it competetive? God no. Not stock anyway. a good set of tires and some 15’s and it will hang with anything else in H-stock.
The XC90 is a 7 seater not just a 5 seater. Virtually all the ones on the lot when I bought mine come with the fold flat third row seating. That feature only exists in a select few midsize suvs…
Also most XC90s as configured on the lot are north of $45k. A smaller 5 passenger suv that is in the low to mid 30k range only makes sense to me.
Give me a break!
These “cute utes” are another fashion fad that everybody is jumping on.
Volvo makes the V50 wagon with a 218HP turbo 5 and all wheel drive. The thing is, no Volvo dealer within 50 miles of where I live (Long Island) has one. In fact, very few of them even have the V50.
What can this new cute ute do that the V50 can’t?