Volvo Goes Underground on The Performance Market By Dropping "R" Models

Volvo has confirmed that it will stop selling its R-badged performance lineup at the end of the 2007 model year. Originally launched during the mid-1990s with the first T5R model and continuing with the latest S60 and V70 range, the R performance line has failed to turn around Volvo’s conservative and safe image as its designers had hoped. This latest news comes as little surprise considering previous reports confirmed Volvo wasn’t going to replace the V70R model with the release of the new V70 wagon.

Speaking with Automotive News, Volvo CEO Fredrik Arp said there will still be performance oriented models but the cars won’t be carrying the R label. New models in the pipeline include a sports version of the C30 hatch as well as a V8 powered S80 flagship.


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Agent63 - 4/9/2007 12:24:18 PM

+6 Boost

It was nice while it lasted. I respect Volvo and I don't think they need this R badge. It means nothing. They can still make a performance car and market it that way.

jt716 - 4/9/2007 2:56:03 PM

+1 Boost

volvo has to be one of the best companies around. Its okay if they dont have a performance division

S4cabriofoxone - 4/9/2007 6:19:04 PM

+1 Boost

GS? It has sporting "ASPIRATIONS." That car is the least engaging to drive in its class!

It's a great luxury sedan, but PLEASE, I beg of you, don't make it out to be a sports sedan.

atomicbri - 4/9/2007 4:19:58 PM

+1 Boost

Guess the public couldn't stomach an performance Volvo. Shows Volvo at least who their demographic are. Now they can just offer a high performance engine without the moniker. I woulda like to have seen a C30 R ....

r_driver04 - 4/9/2007 5:25:26 PM

+1 Boost

The IS is a joke. The GS is a nice ride but the IS screams, "I almost had a 3 Series".

S4cabriofoxone - 4/9/2007 6:19:52 PM

+2 Boost

It was nice... I really liked the S60R for what it was. V70R was even cooler, because it was a wagon. RS4 Avant is my dream wagon.

moto - 5/16/2007 3:09:46 PM

+1 Boost

This should be a big dissapointment to people who were interested in buying a Ford/Volvo. The R Volvos were just starting to become reasonably competitive to the rest of the market, and now Ford's cash shortage is pulling the plug on it. Ford apparently is bracing itself for a bump in CAFE standards, and instead of improving its utility vehicles, it's going to stop importing performance cars to the North American market. Sounds like a short-sighted plan to me, ceding the entire performance sedan/wagon market to the Germans and Japanese.