Volvo 144 : Fine Lines

The explanation for the 144's formal slab appearance was quite simple: it was the safest way to build in maximum accident protection, which was rapidly becoming a corporate obsession. Although Volvo had pioneered the use of three-point lap and shoulder belts on its previous models and used orthopedically-designed seats, the 144 went much further. It had disc brakes at all four wheels and contained a secondary backup circuit in case of primary brake system failure. The steering wheel was designed to collapse in a frontal impact and the unit-body-constructed sedan also had energy-dissipating crumple zones that could absorb the force of a collision. To demonstrate the strength of the 144's safety-cage-style compartment, print ads showed several cars stacked on top of each other, like a child's set of building blocks, without so much as a dented roof.

Under its featureless landscape of a hood, the 144 was fitted with a version of Volvo's B18 engine that produced 85 horsepower in single-carburetor form or 115 horses with a more potent twin-carb setup that was optional in Europe, but standard on cars destined for North America.

Traditional Volvo fans weren't really sure what to make of this boxy Swede, but a whole new segment of upscale and well-educated buyers -- many with spouse and offspring in tow -- were more than ready to take their place. For this group, Volvo's safety message struck home and the $3,000 base price seemed reasonable when compared to other large import sedans such as those from Mercedes-Benz.

By 1967, Volvo's 40th anniversary, the 144 had been joined by a slightly less-expensive 142S two-door and a 145 Estate wagon. The latter model came with a one-piece hinged door that opened wide to reveal a large storage compartment.

Volvo's quest for added safety features also continued that year with the introduction of the world's first rear-facing child seat and the adoption of standard rear-seat safety belts. A company-initiated traffic-accident study also conclusively proved that the use of seat belts not only saved lives, but reduced the risk and severity of injuries.

With record sales and steadily increasing demand for 140-series vehicles, the six year-old Amazon was cancelled after the '67 model year. However, Volvo's offerings were soon joined by the more powerful and luxurious 164. This sedan was similar to the 144, but had a longer hood and enlarged grille to accommodate the company's new 145-horsepower B20 straight-six engine.

The 140 family was maintained until the end of the 1973 season before being replaced by the redesigned 240/260 automobiles. By then, the die had been well and truly cast. Volvos had become the domain of well-heeled drivers who valued safety ahead of contemporary fashion and durability ahead of performance.

It's a philosophy that, more than 35 years following the 144's introduction, continues as Volvo's guiding principle.