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Volvo Tries Hard To Shed Their Conservative Image

Posted in Car Branding, Cars, New Cars, Videos, Volvo by Kurt Ernst | August 1st, 2010 | Leave a Reply |

Volvo has working overtime to shed their suburban-middle-class-family image, touting the S60 as the “Naughty Volvo”. Indeed, this video features young hipsters grinding away the night before proclaiming Paris as the “naughty capital of the world”. I’m not sure what any of this has to do with the ability of the S60 to go, turn and stop, but that’s why I’m not writing ad campaigns for automakers. Who cares how “naughty” a car is? I’d rather know how fast it is.

When the S60 is rolled out this fall, it will have a turbocharged inline six good for 300 horsepower, which will be sent to all four wheels. The only available gearbox will be a six speed automatic, severely impacting the “naughty factor” in my opinion. Eventually, the S60 will come in front drive and five cylinder turbo versions as well, again limiting the amount of hoonage one can generate with the car. I’ll reserve judgement until I actually have a chance to drive one, but like the orthodontist who spends his weekends dressing up and playing biker, the Volvo S60 probably isn’t going to live up to the hype when pressed to the mat.

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