A couple of weeks ago I included Volvo on a list of car brands that might be better off dead.
I wouldn’t have done that had I known the Swedish/Chinese company was planning to take on the vaunted BMW M Series and Mercedes-Benz AMG division.
What’s that, you say? A performance Volvo?
Yes. Stop laughing, gather yourself, open your mind to the fact that anything is possible, and then follow the jump.
The Volvo of the past was known for being two things: boxy and safe. In fact, I’m reminded of the movie “Crazy People,” in which Dudley Moore proclaims a new slogan: “Volvo. They’re boxy, but they’re good.”
These days, the only remaining Volvo that might be considered boxy is the V70, and it’s been discontinued. With the boxy label out and its safety reputation still somewhat intact, the next logical step for Volvo is to go down the performance path, right?
Volvo’s brand may not be quite there yet, so it might be a longshot, but the company appears to be getting serious about launching a performance division by partnering with a racing company called Polestar to produce a limited run of 5-cylinder turbocharged 400-hp AWD C30 hatchbacks that’ll wear a PCP nameplate.
While you’re free to make your own hallucinogenic joke, in this case PCP stands for Performance Concept Prototype and will likely show up on the backside of hi-po Volvo models of the future. Ultimately, maybe even on performance trims of all future Volvo models.
Pricing on the C30 PCP will be around the same as the BMW M3, which I think will make for a pretty tough sell.
As a fan of performance, though, I’ve got to hand it to Volvo for injecting some passion into a brand I’d already written off. (As a side note, Volvo USA recently posted a cool video on YouTube, showing the production process of an S60.)
If its performance is comparable, would you consider a Volvo C30 PCP over a BMW M3?