''With the arrival of the S60 R, the 300bhp V70 R wagon and the new S40,'' says Doolan, ''we think it's about time that Volvo re-joined our racing brethren and injected a bit of Swedish flair to the World Challenge series."
Doolan swears that Volvo Cars of North America will ''never claim that the decision to 'go racing' is to help develop the brand. While it may sound good to say that racing innovations filter down to the consumer, this is unlikely to be the case with this campaign.''
Doolan says Volvo's customers already know the company ''to be a serious brand and the premier developer of safety technologies. We also make beautiful cars that in the right hands can perform at world-class levels and we think it's time to remind our dealers, our customers and potential buyers that Volvo is a spirited company that loves to compete. What better place to show our mettle than at premier circuits across the United States?"