Whatever Happened To Volvo: New York Auto Show Has Answers

Apr 20 2014, 10:52am CDT | by

NEW YORKVolvo Cars of North America is on the rebound, neatly symbolized by the new 2015 Volvo V60 station wagon, on display at the New York International Auto Show.

“We brought back the wagon – but not the old kind of wagon,” said Bodil Eriksson, executive vice president marketing communications and product for Volvo Cars of North America, Rockleigh, N.J.

She said Volvo Cars expects its U.S. sales to improve around 6 percent in 2014. That works out to around 65,000 cars.

Volvo Cars didn’t offer a station wagon in the United States from 2011 through 2013, which is a little like Dunkin Donuts stopped selling donuts.

Granted, the station wagon segment has dwindled in the United States — Subaru is an exception that proves the rule — but the Volvo Car brand is synonymous with safe and sturdy station wagons. Instead, Volvo Cars offered and continues to offer different versions of its XC crossover sport-utilities.

Starting in January, Volvo Cars finally brought back the wagon with the all-new V60. The new generation gets up to 37 miles per gallon on the highway thanks to a new generation of turbocharged, four-cylinder engines.

Styling is sleek and attractive, unlike the Boxy, but good label that a fictional Dudley Moore character memorably hung on Volvo Cars. That was in the 1990 movie “Crazy People.”

It’s understandable to wonder, “Whatever happened to Volvo?” Ford Motor Co. sold Sweden’s Volvo Cars to China’s Zhejiang Geely Holding Group Co. Ltd. in August 2010. Ford publicly indulged in a lot of back and forth whether to keep Volvo Cars or sell it.

Volvo Cars has hung in there in the interim — unlike Sweden’s other car brand, Saab Cars, which ended up in bankruptcy. Americans tend to equate Saab and Volvo because they’re both Swedish, but Volvo Cars is a much bigger concern than Saab Cars. Even in Sweden, buying a Saab was considered the quirky, anti-Establishment choice.

However, Volvo Cars admits its U.S. sales badly need to improve in the next couple of years. U.S. sales for Volvo Cars were down 10 percent in 2013 to around 60,000.

“That’s not enough,” said Alain Visser, senior vice president marketing, sales and customer service for Volvo Cars in Sweden. “We have been very committed to about 100,000 in the U.S. market,” he said.

Public days for the New York International Auto Show are April 18 to April 27, at the Jacob K. Javits Convention Center, 11th Ave. between 34th and 40th Streets, in Manhattan.

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

IPad Air Giveaway 2014 is Online
IPad Air Giveaway 2014 is Online
Our sister site I4U News is giving away a brand new iPad Air or if you can wait an iPad Air 2. This is an $499 value.
 
 
Your Parent Or Kid Moved In: Are You Covered?
A record 57 million Americans now live in multigenerational family households — double the number in 1980, according to a new Pew Research Center study. And I bet many of them have the wrong homeowner’s or renters...
 
 
Pandora Looks to Challenge Terrestrial Radio's Dominance in Cars
Pandora Media is one of the largest Internet radio providers in the U.S. with more than 75 million active users. While the company’s active user count has increased at a robust pace historically, it is likely to slow...
 
 
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
It’s January 2026. New York Yankees owner Hal Steinbrenner gets out of his driverless car and triumphantly marches before the gathered press to introduce his prized new free agent. It’s a record-breaking contract—over...
 
 
 

Latest from the Network

Four killed, 10 injured in Afghan explosion
Kabul, Oct 2 (IANS) At least four people were killed and ten injured Thursday in an explosion which targeted an Afghan army bus in south-western Kabul. This is the third suicide attack on army vehicles in two days,...
Read more on Politics Balla
 
Indians finish 4th, 8th in women's 5,000m final
Incheon, Oct 2 (IANS) Indian runners O.P. Jaisha and Preeja Sreedharan finished fourth and eighth respectively in the women's 5,000 metres final at the Asian Games here Thursday. Though Jaisa clocked a personal best...
Read more on Sport Balla
 
Seven killed in Pakistan blast
Islamabad, Oct 2 (IANS) At least seven people, including a Frontier Corps official, were killed and six injured in a blast in a passenger van in Pakistan Thursday. The blast occurred in Bazidkhel area in Peshawar when...
Read more on Politics Balla
 
Short, intense workouts boost memory
Washington, Oct 2 (IANS) An intense workout for as little as 20 minutes can enhance episodic or long term memory about previous events by about 10 percent in healthy young adults, say researchers. Many existing...
Read more on Celebrity Balla
 
Danish parliament approves sending fighter jets to combat IS
Copenhagen , Oct. Oct 2 (IANS) Denmark's parliament Thursday overwhelmingly approved plans to send seven F-16 fighter jets to join the fight against the Islamic State (IS) terrorist organisation in Iraq. The...
Read more on Politics Balla
 
Pakistan appoints new navy chief
Islamabad, Oct 2 (IANS) Admiral Zakaullah has been named the next chief of the Pakistan Navy, Geo TV reported Thursday. President Mamnoon Hussain has made the appointment on the advice of Prime Minister Nawaz Sharif....
Read more on Politics Balla
 
Air-dropped Iraqi leaflets warn of attack on Mosul city
Mosul (Iraq), Oct 2 (IANS/EFE) Warning of an impending attack, Iraqi military aircraft Thursday dropped thousands of leaflets on the northern city of Mosul urging residents to avoid strongholds and barracks of the...
Read more on Politics Balla
 
Jordin Sparks wants to be friends with Jason Derulo
Jordin Sparks wants to stay friends with Jason Derulo. The 24-year-old singer and the 'Talk Dirty' hitmaker recently ended their two-year relationship and the 'No Air' star bares no ill-feeling towards her former...
Read more on Celebrity Balla
 
Zoe Saldana confirms she's having twins
Zoe Saldana has confirmed she is expecting twins. The 'Guardians of the Galaxy' actress - who confirmed her pregnancy for the first time last month - has admitted she and husband Marco Perego will be welcoming two...
Read more on Celebrity Balla
 
One Direction 'chatted up' Rihanna
One Direction ''chatted up'' Rihanna at the MTV Video Music Awards (VMAs). The 'Little Things' hitmakers - comprising Liam Payne, Louis Tomlinson, Niall Horan, Harry Styles and Zayn Malik - were delighted to find...
Read more on Celebrity Balla