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Volvo to reshuffle its range by 2010
By Yoann Besnard on 24 December 2007 | 
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The current Volvo range is a mess but it's hard to blame the company as it tries to satisfy its two biggest markets without having the money to build a range similar to German carmaker's. The Swedish has decided to take the bull by the horns and plans a reshuffle by 2010.
Historically, the current likely started with the revolutionary 850. Launched in 1991, the Saloon was too large to compete with BMW 3-series and Ford Mondeo but was also too short compared to Mercedes 200/300 or Audi 100. The launch of the S80 complicated the perception of the range by the public. With dimensions targeted for the US market , the car was bigger than a BMW 5-series while offering a engine range similar to the 850/S70's. In 2000 with the launch of the S60 replacing the outgoing 850/S70, Volvo just wanted to surf on the success generated by the 850 and unfortunately got itself into a corner which is unsustainable nowadays.
The reshuffle is vital for the company it it wants to increase its global sales. The first victim will be the future V60 estate which has been cancelled in order to avoid taking sales from the successful V70 model. But the 60 range will get a SUV. Dubbed XC60, it will be unveiled at next March's Geneva motor show. The next-generation S60 will replace the current S40 and S60 to become one model set to be positioned as a rival for the Mercedes C-Class and Audi A4. Concerning the V50 estate, it will likely disappear as Volvo plans to fill the S40 segment with the future V30, a five door C30, and the XC30. By 2010, Volvo will have then solved the current mess for the low range.
However, questions are being raised over the S80, V70 and the C70. What will they become? Compared to German competitors they appear a bit weak on paper, but could find its salvation in stricter emission regulations. Perhaps German manufacturers will be obliged to stop the power race and start selling smaller cars. In this case, the Swedish brand has a playing card. The C70 is another consequence of the former 850 model. What will Volvo do? Will the next-generation C70 be cancelled or move upmarket to compete with the 3-Series and CLK?
