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Volvo vows to charge subscriptions only for major updates

Volvo Cars Chief Operating Officer Bjorn Annwall   BMW veered into a public-relations mess this year when it started charging car owners monthly subscription fees to warm their behinds. Volvo Car won’t be making similar moves. “If you are to charge for software updates, it must be a step change in consumer benefit,” VolvoÂ’s Chief Operating Officer Bjorn Annwall said in an interview this month. “We will not ask people who have bought a car for 1 million kronor ($96,500) to pay another 10 kronor to get extra heat in the seat.” While BMW will no doubt have other manufacturers follow in its footsteps — Mercedes-Benz recently started asking buyers of its EQ electric vehicles to fork over $1,200 a year to unlock quicker acceleration, for example — the auto world has started to second-guess just how much money there is to be made from the rise of software within their hardware-intensive business. In a 91-page deep dive into the topic last month, analysts at UBS pegged the total addressable market at $700 billion by 2030. ThatÂ’s no pittance, but pales in comparison to the $2 trillion opportunity they anticipated previously. Annwall sees Volvo generating little additional revenue from software until mid-decade. Only if major upgrades become available — a self-driving mode, for example — would Volvo charge extra. “You donÂ’t have to hold the steering wheel — now thatÂ’s a step change in user benefit.” Annwall was speaking at the opening of VolvoÂ’s new tech hub in Stockholm, where the manufacturer builds software for selling and marketing cars online. The company, which last month unveiled a battery-powered sport utility vehicle to succeed its gasoline-era flagship, intends to cease making combustion cars by the end of the decade. ItÂ’s going to be an uphill push: EVs made up just under a fifth of the companyÂ’s shipments last month. Bloomberg spoke with Annwall about VolvoÂ’s tech efforts, the software issues that have plagued some of its competitors and the ongoing supply-chain issues holding back the industry. Here are highlights from the conversation, which have been edited for length and clarity: Large automakers including Volkswagen have had problems with their car software. Have you experienced similar obstacles? I wonÂ’t hide the fact that we have had some problems with our software in the car as well. But weÂ’ve been good at correcting them fairly quickly.

Junkyard Gem: 1976 Volvo 244 DL

Volvo did well enough selling the PV444/544, Amazon and 140 in the United States, but it was the Volvo 200 Series that really launched Goteborg iron into the American big time. Introduced here as a 1975 model, the 200 stayed in production for nearly two full decades and remains the most instantly recognizable Swedish car ever made. Here's an early-production 244, found in a Denver-area car graveyard not long ago. The 200 Series could be considered an update of the late-1960s-vintage 140 Series, since it's essentially the same car from the A pillars back. The main difference between the two is the MacPherson strut front suspension in the 200 Series. Volvo went through several naming systems for U.S.-market 200 Series cars over the decades, with the initial one being the easiest to decipher: a three-digit number followed by a two-character trim-level designation. The first digit in the number represents the series, the second represents the number of engine cylinders and the third the number of doors. There were six-cylinder 262s, 264s and 265s sold in the United States from 1976 through 1981, powered by the same PRV V6 engine that went into the DeLorean DMC-12, so it's incorrect to refer to all 200 Series Volvos as 240s. This car is the best-selling member of the 200 family, with a four-cylinder engine and four doors. This is a fuel-injected 2.1-liter SOHC straight-four, rated at 98 horsepower and 110 pound-feet; the 1975 240s received the 2.0-liter pushrod engine from the 140. There were two transmissions available in the 1976 240s: a four-speed manual or a three-speed automatic. This car has the automatic. Even thought it's a base DL model, this car's first owner paid an extra $456 for air conditioning (about $2,580 in 2024 dollars), on top of the $500 premium for the automatic transmission ($2,829 after inflation). That pushed the cost for the car up to $7,551, or $42,717 in today's money. You could get a swanky new 1976 Buick Electra Limited four-door hardtop for just $6,852, but those sensible Volvo buyers knew it was worth paying a premium for genuine Scandinavian safety and build quality. European-market headlights were strictly forbjuden on American roads during the early Malaise Era, according to federal safety regulations, so Volvo had to install these unsightly sealed-beam rigs on their cars here.

First production Volvo S60 Polestar shown off

With the Volvo S60 Polestar going on sale in Australia this June, Volvo has finally released images and specs for the production version of the performance sedan. While no official build number has been announced, one image of the car's steering wheel shows a serial number plaque that says "No. 000/100" indicating that production will likely be limited to just 100 units in Australia. The press release states that the Australia run of Polestar-tuned S60s is a "pilot project" and that other potential markets are "under investigation."
Although it looks very similar to the S60 Polestar Concept we first saw at the LA Auto Show last year, the production version of the car sports a few changes. Visually, the front and rear fascias have been slightly modified from the concept car, as have the matte-black wheels. Inside, we see a different steering wheel that adds the aforementioned build sequence plaque but loses the suede leather accents, and there is also a sportier looking shift lever with a chrome handle that features a Polestar logo.
As for performance figures, rather than the 508-horsepower of the S60 Polestar Concept, the production version will be limited to 350 hp and more than 368 pound-feet of torque, which is still an improvement of about 25 hp and at least 14 lb-ft over a 2013 S60 R-Design. Polestar also tuned the six-speed automatic transmission and Haldex all-wheel-drive system for optimal performance leading to a top speed of 155 miles per hour and a 0-62 mph time of 4.9 seconds. The production S60 Polestar will still get suspension, brake and aerodynamic upgrades.