There’s no denying the Volvo 40.1 concept that previewed this fall’s production XC40 appears both to be sufficiently Volvo-like and sufficiently unlike anything else.
If the actual Volvo XC40 maintains this relatively unusual design, Volvo will have a viable, eye-catching alternative to the Audi Q3, BMW X1, Infiniti QX30, and Mercedes-Benz GLA before most luxury auto brands.
As for the Q3, X1, QX30, and GLA, Volvo isn’t entirely sold on their merits.
As it stands, this subcompact luxury crossover segment is “lacking individuality and playfulness,” according to AutoCar.
Yes, playfulness.
Jaguar, a former Ford Premier Automotive Group partner of Volvo, might change all that with the E-Pace, which features the silhouette of a jaguar cub following its mother on both the windshield and in the puddle lights.
Volvo, however, has a broader stylistic vision for small luxury crossovers; more than just easter eggs or AMG GLA45 graphics. Thomas Ingenlath, senior vice president of design at Volvo, tells AutoCar, “We wanted the XC40 to be a fresh, creative and distinctive member of the Volvo line-up, allowing its drivers to put their personality in their driveway.”
Volvo will therefore supply the XC40 range with more colors — outside and in — than any Volvo in history. There’s talk of orange carpet, for instance, and rugged wood textures.
Volvo can insult its rivals’ subcompact luxury utility vehicles, even in a typically polite Swedish way. But the real reason the upcoming XC40 will need to stand out from the pack is the brand’s limited presence in the SUV/crossover market.
The second-generation XC90 was way too long in reaching the market. Though a blessing for Volvo’s U.S. dealers, even in this booming SUV/crossover market the XC90 is on track for 36 percent fewer XC90 sales in 2017 than the first-generation XC90 managed at its peak in 2004. The XC60, which became Volvo USA’s major player at the end of the first-gen XC90’s tenure, averages fewer than 19,000 U.S. sales per year. The Audi Q5, BMW X3, Lexus NX, and Mercedes-Benz GLC averaged 49,000 U.S. sales last year.
With Volvo’s passenger cars joining in with fewer than 2,200 U.S. sales per month, Volvo needs the XC40 to be more than a niche presence in a niche sector. To become a noticeable alternative to the established group of subcompact luxury crossovers, Volvo will shirk the serious and avoid the austere.
Will it work? Nah, flashy design is probably not enough. So look for Volvo to undercut its rivals’ MSRPs, as well.
[Image: Volvo Cars]
Timothy Cain is a contributing analyst at The Truth About Cars and Autofocus.ca and the founder and former editor of GoodCarBadCar.net. Follow on Twitter @timcaincars.
So, Volvo is going for flashy colors to distinguish from rivals as we talk about how good Volvos look. My how times have changed.
I like both the 40.1 (CUV) and 40.2 (sedan) concepts, and the EV versions could be intriguing.
But I’ll pass on the orange carpet option.
http://insideevs.com/new-volvo-40-series-to-get-plug-in-hybrid-and-pure-electric-versions/
That front end shot almost looks Mini Countryman-esque.
SUV = Zzzzzzzzz
Aw, sorry you don’t find the survival and redemption of a storied and unique brand interesting to watch.
Volvo XC90 and Jaguar Fpace are locked in heavy battle up in north east. Volvo dealers have seen sales a decline since Fpace got introduced (interestingly BMW X5 seems to be doing fine).
Looks like rear over the shoulder visibility should be outstanding.
-ly bad.
Looks to be using side cameras rather than mirrors so that might mitigate the shoulder check issue
Pedestrian safety, European style: Forget about taking them out at the knees like it used to be, if you mash the pedestrian on enough of his body, there’s no way he will ever be able to sue you.
As ugly as it makes cars look, relocating the center of crash effort closer to the center of mass of a pedestrian, meaningfully reduces the impact force experienced by those most important to protect extremities; the head and neck. The hips and body takes the brunt, but there those are tougher than the neck and head.
Volvo is on a roll — every single one of their new vehicles is a huge leap forward from a style perspective, and I would gladly put one of them in my garage.
Can you imagine an XC40 with the T8 hybrid system?
First you’d have to show me a Volvo that handles as well as its competition or at the very least rides like it. The new Volvos are stately and beautifully finished. But underneath it all they drive worse than a Honda. That’s not good.
I love everything that Volvo is doing lately, really hoping they continue to build vehicles in Belgium or Sweden, would love an s40 one day, but not a Chinese built “entry luxury” vehicle.