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Volvo won't go after S-Class, 7 Series market

Volvo vice president of powertrain engineering, Derek Crabb, recently said that the Swedish automaker is developing smaller and smarter powertrain options that will "turn V8s into dinosaurs" - a statement that could have been our first indication that Volvo is no longer looking to create a luxury flagship sedan to take on German land yachts like the Mercedes-Benz S-Class, Audi A8 and BMW 7 Series. Now Automotive News seems to be backing this up after speaking with CEO Hakan Samuelsson, who said that a big sedan wouldn't fit the brand's green image and, more importantly, might not even be a car that its customers would even consider.
Rather than trying to compete in a small, established market against rear-drive, 12-cylinder sedans, Volvo is looking at the emerging, higher-volume premium small car segment to take on its German rivals with the all-new Volvo V40 (shown above). Not wanting to abandon the big-vehicle segment altogether, a next-generation XC90 is due out within the next couple years (and was spotted in some recent spy shots), and it will ride on the new Scalable Platform Architecture (SPA), which will be shared with the new S80 according to the AN article.

2022 Volvo C40 Recharge First Drive Review | All electric, all Swedish

PALM SPRINGS, Calif. — Volvo doesnÂ’t rock the design boat often, but the 2022 Volvo C40 Recharge is an exception to the Swedish car companyÂ’s staid, yet handsome norm. The C40 is a fully-electric crossover coupe, and it is VolvoÂ’s first vehicle to adopt this fastback shape. Not only that, but itÂ’s also VolvoÂ’s second electric car, following closely on the heels of the XC40 Recharge, a vehicle weÂ’ll drive soon. With the C40 Recharge being a new shape for Volvo, the design and technology teams are using it to debut some new ideas both inside and out. The rear end features new LED taillight technology from Volvo that features segmented LEDs and sequentially activating turn indicators for a different look than the typical fully-lit Volvo taillight. Its grille is debuting a new “Iron Mark” that houses a brand-new (and improved) suite of radar for the driver assistance systems — the logo is also now heated to ensure that neither ice nor snow buildup will stop the systems from functioning.  As for the crossover coupe part of this design, youÂ’ll notice the rear is full of spoilers. VolvoÂ’s head of design, Eric Beak, tells us that the dual, fin-like rooftop spoilers are there as aerodynamic aids in a bid to increase range. Meanwhile, the big spoiler jutting out on the carÂ’s trailing edge is designed to give the car greater stability at high speeds by reducing lift. The 20-inch wheels you see pictured here are the only option, so hopefully you like them. We do, and we like the look of this car overall. Photographs donÂ’t properly capture the angularity and shape of the body panels, but the C40 is a striking crossover coupe when you get up close to it. What could ultimately be even more controversial than the exterior design are the interior material choices. You wonÂ’t find an inch of leather covering the C40Â’s interior. Instead, Volvo is focusing on sustainable materials made using recyclables. For example, the seats are constructed of VolvoÂ’s suede-like Microtech material that is made of recycled polyester. Ditching leather is great, so long as the replacement is suitable for a luxury vehicle at a luxury price, and in this case, it works in nearly every area. Our one complaint is the steering wheel, for the synthetic leather substitute used here feels too much like plastic and is nowhere near as nice or supple to hold as quality leather is. When it comes to driving and charging the C40, the experience is a vaguely familiar one.

Volvo reapplies to trademark the term C60

Perusing the database at the U.S. Patent and Trademark Office, CarBuzz happened on a trademark application Volvo cars filed for the term C60. Submitted earlier this month, on December 14, the mark would cover "Vehicles and Products for locomotion by land, air or water." Sounds like a car to us. Knowing the way trademarks go — which means knowing we might never see them on a production vehicle — this could be Volvo hedging a very long bet. The easiest guess as to where C60 might fit in the lineup is as the crossover coupe version of the XC60 Recharge, following the mold of the XC40 Recharge and C40 Recharge (pictured). With the current, second-gen XC60 having arrived for the 2018 model year, we would think a C60 version waits until a heavy facelift or new generation to join the party, assuming it ever happens. What's not hypothetical is Volvo's long-term involvement with the C60 alphanumeric. Going deeper into the USPTO files, seems Volvo first applied to trademark C60 on September 5, 2001, the same day the automaker also applied to lock down C40. Volvo traded paperwork with the government agency until 2009, when the carmaker abandoned both C40 and C60 in March of that year. Oddly, two months before, in January 2009, Volvo had reapplied to trademark C40 and C60, then abandoned both again seven years later, in July 2016. Again, oddly, nine months before the second abandonment, Volvo had reapplied yet again to trademark both C40 and C60. That was in November 2015. The USPTO granted Volvo the rights to the mark at the end of 2016, and it remains valid. So Volvo's latest submission is the continuance of the mark it's owned for six years and been toying with for 21. Volvo Cars owns the XC40 and XC40 Recharge trademarks, as well as C40, but it doesn't own a C40 Recharge trademark, the latter being the name of the production model. It took 20 years from Volvo's first idea of the C40 for us to get a production version. We don't know what a potential C60 will be, but it shouldn't be too far away. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.