So what do Volvo do best today? It can be argued that since this focus upon safety took hold of the industry, Volvo somewhat lost momentum, particularly after the dismantling of Ford's Premier Automotive Group. As mentioned previously, Volvo built a reputation for building cars that are solid and practical, but above all else, safe. Bolstered by seemingly continual safety inventions and the everlasting nature of models such as the 240 (pictured), its pursuit of safety continues into the present day. Rigorous crash testing of new models such as the XC90 and consistently high NCAP scores underlie its 'vision': "That no one will be seriously injured or killed in a new Volvo by 2020". Ford, wanting Volvo to chase more premium ideals, misguidedly abandoned this ethos in a move which proved near-fatal to Volvo.
Above: Volvo's safety policies were abandoned under Ford; and nearly spelled disaster for the safety-first Swedes
Nagging criticisms of Volvo's offerings can be narrowed down to fairly fundamental flaws; handling, ride and refinement are all consistent niggles across its range. An unsteady footing in the market can be blamed for this, as well as sheer standard of the competition already existing from the likes of Audi, BMW and Mercedes. Volvo is undeniably a left-field choice nowadays, in one of the most potently high-quality sectors of the industry.
Volvo's more conservative image is not helping with the brand's push into the mainstream of the premium car sector, with M-Sport, S-Line and AMG-Line badges adorning the sporting rump of the majority of its competitors' cars. Ventures such as the Polestar performance range somewhat liven up the essence of Volvo, from sleepy to sporty, a vital move for a carmaker which has never attempted a mainstream breakthrough.
Above: The V60 Polestar, an adrenaline shot to Volvo's heart, and the brand's take on BMW's world-beating M3 Touring.
Don't be fooled into thinking that Volvo is the new BMW and that M-Sport will soon be history, though. Volvo's synonymity with safety is still at the forefront of everything they do. This is all the more evident with Alain Visser (international Marketing Director for Volvo) recently declaring Volvo's intentions to retire from all forms of motorsport. Considering Volvo's past success with its legendary BTCC efforts, this is a momentous move, however with its shift towards smaller engines and efficiency, one which is not entirely out of place with Volvo's thoroughly 21st-Century ideals.
Perhaps one of Volvo's main strengths, however, is its personality. It has a certain Swedish charisma which is unrivalled by any of its staid German counterparts, and its crisp, fresh design only adds to this. Geely's decision since buying the company has been to let Volvo keep its Swedish identity, and play to its strengths through this; an insightful decision made by an allegedly rather ruthless and driven businessman who will stop at nothing to achieve his dream of becoming a major global player in the international car market.
Above: scenes such as these will be a thing of the past once Volvo implements its withdrawal from motorsport.
This realignment of brand values for Volvo marks a risky period in its life - and seemingly a trial-and-error approach doesn't instantly fill one with hope for their domination of the market, but incredibly promising models such as the new XC90 certainly very convincingly appear to hold the key to Volvo's bright future, in new and unexplored brand territories.
http://www.volvocars.com/intl/about/our-innovations/intellisafe
http://www.mbaskool.com/brandguide/automobiles/1505-volvo.html
http://www.businessweek.com/articles/2014-06-26/volvo-seeks-u-dot-s-dot-sales-revival-with-return-to-swedish-roots
http://www.wired.com/2014/10/volvo-turbo-engine-concept/
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