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Volvo S80: A Little Swanky, A Lot Of Uppity, To Debut In Geneva

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2009 Volvo S80

2009 Volvo S80

Enlarge Photo

2009 Volvo S80

2009 Volvo S80

Enlarge Photo

2009 Volvo S80

2009 Volvo S80

Enlarge Photo

Add another unveiling to next week's schedule: the Volvo S80 will put in its first public appearance at the 2009 Geneva Motor Show. The revamped sedan will offer a variety of options for buyers, including:

  • A twin-turbo, five-cylinder, 2.4-liter turbodiesel that cranks out 205 hp and gets around 38 mpg (From the release: "This state-of-the-art engine delivers all the fun without the headache." Huh?)
  • A 2.4-liter diesel engine boasting 175 hp and just over 40 mpg
  • Potentially standard leather upholstery made of "soft Scandinavian hide"--but Lord and Lady Snootingtons needn't worry, because "Customers with more individual tastes will be able to select upholstery from the exclusive Executive range, which features classic and sober styles." Which is great, because leather upholstery just screams "underage keg party".

Despite the fairly uppity press release (which uses the word "exclusive" in some form no less than ten times), the car looks very nice, with its clean lines and general aura of understatement. And obviously the company is doing something right, since the Swedish government has offered Volvo $572 million in support while rebuffing sister automaker Saab's advances. Still, this bit of publicity seems a little out of touch in These Economic Times--especially when other companies are getting it right.

P.S. One other minor annoyance: Volvo's marketing department apparently doesn't understand the need to make videos embeddable. Just sayin'.

[source: VolvoCars.com]

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Comments (2)
  1. "Mr. Mulally Here Our Plea"

    Hey Chairman Mulally, you may not want to give us fuel efficient turbodiesel engines in Fords, Mercurys or Lincolns; but can we please get them in Volvos here in the US. 40 mpg, yes! Even President Obama would endorse and welcome this.
     
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  2. "Richard Read Rules"

    HA!!! ...
    "but Lord and Lady Snootingtons needn't worry, because 'Customers with more individual tastes will be able to select upholstery from the exclusive Executive range, which features classic and sober styles.' Which is great, because leather upholstery just screams "underage keg party...."
    Having briefly explored the nine circles of PR Agency Hell, I have nothing but praise for this attack on pointless PR prose. Bravo!
     
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