Volvo Axes Performance Brand
Not many people even know Volvo offers them. They wear an R and have a bit more under their skin than just safety equipment. They’re Volvo’s performance cars, including models like the 2007 S60 R and V70 R. But it seems those two are the last of the breed: Volvo has said it will no longer offer high-performance variants of its models after the 2007 model year.
That means if you’re interested in the 300-hp S60 R or V70 R, you’d better start searching inventories. Both cost around $40,000 and hit 60 mph in 5.4 and 5.6 seconds, respectively, but Volvo feels they don’t speak well enough to the brand identity — safer is better — to warrant keeping them around. Besides, the company couldn’t warrant their cost, either.
Buyers will have to be satisfied with more sedate sport offerings, like the T5 trim level on most models. The recent addition of V-8 engines to the S80 and XC90 might also satiate go-fast Volvo fans. We don’t see the move as a real loss to the brand; Volvo’s time would be better spent adding a little more driving fun to every model.
[Sticking with Safety, AutoWeek]
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good idea, i want performance, volvo is certainly not the first on my list
They were cool, but doesn’t jaguar have an R line too? Is that legal?
I wonder what this does for their teams in SCCA? Although, I haven't paid attention in awhile, but they used to have a Touring Car. Frankly, I thought the S60R was awesome, and was hoping for a S40R (not that I could afford it!) Unfortunately, there is probably 2-3 better cars in that class out there for the price. Too bad Volvo loyalists.
Volvo is confident that their car will stand up to the public's standards. By asking the general public how they feel about their car, its their way that public will notice their newest car model equipped with AEM Performance Parts. And if their car's great selling point shines through to the public, the effect it may have will be the exact same thing they are hoping for.
I guess volvo must catch up with the youth drivers' expectation. Advertisements are not enough to encourage young drivers unless the designs suits their lifestyle. Cool and fresh accessories starting from volvo floormats, seats up to the overall design and performance must delight the new drivers' taste.