With all due respect to a brand for which I have much respect, for a short while there I thought they were all but dead.
The period between Ford dropping them like a gym bag full of old dingy workout clothes to transitioning to holdings of their news owners, Zhejiang Geely Holding Group to today was, in a word; rough.
In that near 3 ½-year period, Volvo lay silent. Products such as the XC60 and S60 fared well (for Volvo), but little was heard or said as far as advertising other than “safety can be sexy.”
Improvements and changes
This has all changed, and for the better. Volvo, along with the support of their new parent company, is in the midst of turning things around.
The next step in the Swedish company’s resurgence is a near brand-wide facelift that will serve as a much needed refresher in showrooms for the 2014 model year.
Although the touchups are minor, they are still noticeable, at least to those interested and considering a Volvo product. Essentially, the front fascias gain a shinier grille and the headlights have grown slightly. The rear gets some attention as well where the tailpipes are now better integrated into the bumper.
Onboard, a new set of digital gauges (or Adaptive Digital Display) will be available in the new S60 and XC60. Visually, the impact from the driver’s seat is quite illuminating, like stepping into the present.
The other news pertains mostly to an issue that had plagued Volvo for a while. Having owned a 2004 Volvo XC70 for a number of years, I cannot say with a straight face that I was happy with its fuel consumption numbers. These results are expected to change dramatically in the next few years with a slew of new or revised powertrains that will consist mostly of 4-cylinder engines in various states of tune, and include Hybrid applications.
The Really Big News
The arrival of the V60 Sports Wagon for the 2015 model year. I’ll tell you more about it in another story, but it is what the coming of this vehicle represents for the brand that is especially telling.
Marc Engelen, President & CEO, Volvo Cars of Canada Corp., is no stranger to the Swedish brand having spent nearly 18 years with the company. He took up the top spot at Volvo Canada on July 1st of 2012, and in nine short months has been instrumental in revitalizing the brand not only in Canada but in North America.
His determination and experience were influential in bringing the V60 here as Volvo intends to grow in what it considers to be a strong, stable market with plenty of potential.
As we all know, product is key and introducing a core brand-image-reflecting car (such as the V60 Sports Wagon) can and will only do some good.
The future is bright
But this is not all: Engelen promises much more is to come from the Gothenburg-based company as new or completely revised cars and crossovers are on their way, as well. Talk about creating hype and making the dealership network feel loved and appreciated again.
The next such introduction will be the XC90. It has been all but invisible for a while (nowhere to be found on the Geneva or NY auto show floors) and is slated for official launch in late 2014. And with it, don’t expect a 6-cylinder engine to be offered even as a option. Later on, the S80 will be given a new lease on life and take its rightful place as the undisputed flagship of the brand.
So, the ball is about to be served in the buyer’s courts. At the moment, Engelen and Volvo Canada are finally giving us writers real and positive fodder to transmit to you, our readers, and it’s all good news.
Are you like me and find yourself routing for the brand? I can’t help but see Volvo as a “good-guy” brand, and deserving success.
From a low of roughly 5,500 sales in 2012, the future can only be bright from here.
The period between Ford dropping them like a gym bag full of old dingy workout clothes to transitioning to holdings of their news owners, Zhejiang Geely Holding Group to today was, in a word; rough.
In that near 3 ½-year period, Volvo lay silent. Products such as the XC60 and S60 fared well (for Volvo), but little was heard or said as far as advertising other than “safety can be sexy.”
Improvements and changes
This has all changed, and for the better. Volvo, along with the support of their new parent company, is in the midst of turning things around.
The next step in the Swedish company’s resurgence is a near brand-wide facelift that will serve as a much needed refresher in showrooms for the 2014 model year.
Although the touchups are minor, they are still noticeable, at least to those interested and considering a Volvo product. Essentially, the front fascias gain a shinier grille and the headlights have grown slightly. The rear gets some attention as well where the tailpipes are now better integrated into the bumper.
Onboard, a new set of digital gauges (or Adaptive Digital Display) will be available in the new S60 and XC60. Visually, the impact from the driver’s seat is quite illuminating, like stepping into the present.
The other news pertains mostly to an issue that had plagued Volvo for a while. Having owned a 2004 Volvo XC70 for a number of years, I cannot say with a straight face that I was happy with its fuel consumption numbers. These results are expected to change dramatically in the next few years with a slew of new or revised powertrains that will consist mostly of 4-cylinder engines in various states of tune, and include Hybrid applications.
The Really Big News
The arrival of the V60 Sports Wagon for the 2015 model year. I’ll tell you more about it in another story, but it is what the coming of this vehicle represents for the brand that is especially telling.
Marc Engelen, President & CEO, Volvo Cars of Canada Corp., is no stranger to the Swedish brand having spent nearly 18 years with the company. He took up the top spot at Volvo Canada on July 1st of 2012, and in nine short months has been instrumental in revitalizing the brand not only in Canada but in North America.
His determination and experience were influential in bringing the V60 here as Volvo intends to grow in what it considers to be a strong, stable market with plenty of potential.
As we all know, product is key and introducing a core brand-image-reflecting car (such as the V60 Sports Wagon) can and will only do some good.
The future is bright
But this is not all: Engelen promises much more is to come from the Gothenburg-based company as new or completely revised cars and crossovers are on their way, as well. Talk about creating hype and making the dealership network feel loved and appreciated again.
The next such introduction will be the XC90. It has been all but invisible for a while (nowhere to be found on the Geneva or NY auto show floors) and is slated for official launch in late 2014. And with it, don’t expect a 6-cylinder engine to be offered even as a option. Later on, the S80 will be given a new lease on life and take its rightful place as the undisputed flagship of the brand.
So, the ball is about to be served in the buyer’s courts. At the moment, Engelen and Volvo Canada are finally giving us writers real and positive fodder to transmit to you, our readers, and it’s all good news.
Are you like me and find yourself routing for the brand? I can’t help but see Volvo as a “good-guy” brand, and deserving success.
From a low of roughly 5,500 sales in 2012, the future can only be bright from here.