Volvo Brand Direction (Concept Coupe, Drive-E Engines)

[matt1122]

I know a lot of people on VolvoSpeed aren't as busy keeping up with the current state of Volvo as they are modifying their own cars and focusing on the older generation, so I thought it might be worth sharing some info here and opening up a broader discussion as Volvo evolves. The big question is:

Will Volvo regain its former position alongside or above BMW and Audi, or will it face the same destiny as that other Swedish brand?

Volvo has revealed the first of three concept cars designed to show the direction new vehicles using its new Scalable Platform Architecture will take. Combining this with information released on the Drive-E Engines (based on what is previously known as Volvo Engine Architecture), here's what appears most likely for Volvo's future:

In the US, Volvo will offer as many as four engine choices. All will be based on the use of a new 2.0 liter, 4-cylinder engine. The levels we can expect are:

• T5 - 240 Horsepower 2.0L Turbo-charged Inline-4
• T6 - 306 Horsepower 2.0L Turbo-charged and Supercharged Inline-4
• T8 - 400 Horsepower 2.0L Turbo-charged and Supercharged Inline-4 Plug-in Hybrid

The fourth option will probably be the use of the KERS Flywheel system. This may simply be a method of adding AWD to the non-Hybrid versions of the engine.

The current generation S60, V60, and XC60 will get some of these engines next year. Then we'll have the XC90 SUV which isn't really the center of attention on this site. However, Volvo is now also showing off this bad ass concept, the Concept Coupe:

Links for related information:

Concept Coupe

• Press Release 1
• Press Release 2
• Press Release 3
• Image Gallery
• Video Clips
• Swedish Site w/ More

Drive-E Powertrains

• Global Press Release
• US Press Release

[Burn-E]

See earlier thread discussing the Concept Coupe...

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Volvo seems to be taking a direction to be more competitive toward the German (Mercedes, Audi, BMW) and the Japanese (Lexus, Infiniti) luxury / sports class. I would say outside of their SUV their styling has fallen by the wayside. The latest generation of C70 and S60 are painfully designed and lack any flair that would make them overly attractive to the luxury seeking owner. They're not bricks, they're more like blobs. I know some current owners will probably hate me for that statement but I'm actually glad to see them making more moves in the right direction toward sportier style. If they want to be a luxury manufacturer and not just a sensible Swedish Camry that happens to have some power - so maybe it's more an Avalon - they need to up their game in the design category - something we all know they're very capable of accomplishing.

[Johann]

One of the first sentences of the introduction, this car is not for production....

Yet again a model which can't be had. Added to that again a model, concept, which indicates a complete direction change. (A change from three or so other never introduced directions. Concept Universe and You.)

Volvo lost a great deal of it's credibility. Added to that the refusal to offer sportive driver cars. (Like BMW, Audi, and Mercedes). Volvo will never be on the German three level. They never were btw.

[matt1122]

They never were btw.

I was speaking only in respect of sales performance. There was a time when people speculated that BMW was going to go out of business because they were making so few cars and no one cared much about Audi.

There were also several times where Volvo almost bit the dust. It's been a long roller coaster ride for Volvo.

[DevolvR]

One of the first sentences of the introduction, this car is not for production....

Not entirely true, the C30 came from the SCC Concept, which was quite true to it's original form.

This may spawn into an actual Coupe that could look somewhat like the concept. What I do want to say is that this is the first time that an actual working Concept was presented, inside out with proper drivetrain and engine (as stated in the press release). Most other concepts in the past were non-working clay or lacked working mechanics. However, this is based on the SPA design Volvo has been working on for years which means it's quite plausible that they may refine it a bit more for production.

[DevolvR]

Yet again a model which can't be had. Added to that again a model, concept, which indicates a complete direction change. (A change from three or so other never introduced directions. Concept Universe and You.)

Volvo lost a great deal of it's credibility. Added to that the refusal to offer sportive driver cars. (Like BMW, Audi, and Mercedes). Volvo will never be on the German three level. They never were btw.

As for the perception of Audi, Mercedes and BMW, I believe it's of the last 15 years where these brands (aside from Mercedes) to be a very prominent Luxury brand. Back in the late 80s, BMW & Audi sales were pretty much dismal compared to Volvo. Audi over the past 3 decades has made huge brand perception strides to gain popularity, I can probably say they are one of the most recognizable brands in the luxury car sector. Volvo meanwhile has shrunk significantly due to lack of marketing, and more importantly, the lack of financial ability to do research and development for high quality products. Geely seems to have invigorated Volvo the past 3 years, a definite good sign. I like where they are headed!

[Johann]

The current T6 doesn't cut it. I have seen the Polestar S60 T6 for the Aussie market (But also LHD...) A very nice car but no, it doesn't cut it either. Maybe in a 2014 jacket including the new flippers it will do better but still it is far away from an RS or M or AMG. It doesn't differentiate like the mentioned German Three. It simply is a car on the same level as the lesser models but with a bigger engine which also has to fight a higher weight.

[lookforjoe]

I do like the lines of the concept coupe - from this angle it even evokes the P1800 rear quarters...

[matt1122]

This may spawn into an actual Coupe that could look somewhat like the concept. What I do want to say is that this is the first time that an actual working Concept was presented, inside out with proper drivetrain and engine (as stated in the press release). Most other concepts in the past were non-working clay or lacked working mechanics. However, this is based on the SPA design Volvo has been working on for years which means it's quite plausible that they may refine it a bit more for production.

I see not manufacturing this car as a mistake. It could take advantage of SPA economies of scale and simultaneously provide a great launch point for Volvo's new image. The XC90 could be the nicest SUV in the world and make the Land Rover and G-Class look classless, it still wouldn't have nearly as large an effect on Volvo's image as a new P1800 would.

As for the perception of Audi, Mercedes and BMW, I believe it's of the last 15 years where these brands (aside from Mercedes) to be a very prominent Luxury brand. Back in the late 80s, BMW & Audi sales were pretty much dismal compared to Volvo. Audi over the past 3 decades has made huge brand perception strides to gain popularity, I can probably say they are one of the most recognizable brands in the luxury car sector. Volvo meanwhile has shrunk significantly due to lack of marketing, and more importantly, the lack of financial ability to do research and development for high quality products. Geely seems to have invigorated Volvo the past 3 years, a definite good sign. I like where they are headed!

And lets not forget how much of BMW's success came from launching a few select cars that got attention - mainly the Z3, M3, and M5. Volvo needs a few of these. A C90 could do it.

The current T6 doesn't cut it. I have seen the Polestar S60 T6 for the Aussie market (But also LHD...) A very nice car but no, it doesn't cut it either. Maybe in a 2014 jacket including the new flippers it will do better but still it is far away from an RS or M or AMG. It doesn't differentiate like the mentioned German Three. It simply is a car on the same level as the lesser models but with a bigger engine which also has to fight a higher weight.

The 508 horsepower version would probably cut it just fine if it was something they could sell. But that's only if you're talking about the RS, M, and AMG lines. Please don't forget how much people have loved the T6 engine in reviews since the XC60 and S60 were revealed. Read over some XC70 T6 reviews from when the 300hp version made it into that car. That engine more than cuts it for its purpose - and that is to fill the top-engine slot in a brand that doesn't currently have the rep to compete with the RS, M, and AMG lines.

[quiksilver]

From the front 3/4 view, I love the car.

However, the rear made absolutely no sense to me.

So I did something about it.

First I fixed that (imo) unnecessary bottom curve on the taillight, then I fixed the GT-R-esque rear quarter window profile, also unnecessary.

I left the driver's tail untouched simply so it's easier to see what I changed.

Looks better, to me.

[andyb5]

I like the changes you made. A Hoffmeister kink is for BMWs, not Volvo. And although the modern trend is for overstyled light assemblies, simpler is often better looking. So by eliminating the return, it looks much more elegant.

Nice work!!

[Timbo Slice]

From the front 3/4 view, I love the car.

However, the rear made absolutely no sense to me.

So I did something about it.

First I fixed that (imo) unnecessary bottom curve on the taillight, then I fixed the GT-R-esque rear quarter window profile, also unnecessary.

I left the driver's tail untouched simply so it's easier to see what I changed.

Looks better, to me.

Nerd.

[quiksilver]

Nerd.

Hater, go back to designing your roof rack.

[Timbo Slice]

I'm done, thank you very much. I'm in the building stages.

Really though, awesome rendering

[quiksilver]

I'm done, thank you very much. I'm in the building stages.

Really though, awesome rendering

Sweet, interested in seeing how it comes out.

Thanks.