Is Volvo Trying To Transform Itself Into A Better Version Of Lexus?

Volvo's announcement that it will sell only electrified vehicles after 2019 turned all eyes to the Swedish automaker. But no one threw shade quite like Lexus.

Ewan Shepherd, Lexus' U.K. boss, recently fired back at Volvo, noting that the Toyota luxury brand already has a full range of hybrids. He went on to say that Lexus is already able to meet much stricter future emissions laws, reports Motor1.

"When you look at the legislation that's being proposed for 2040, only us and Tesla could meet those requirements right now," Shepherd said. He could be referring to a U.K. proposal that would ban sales of new gasoline and diesel cars in 2040, but still allow sales of hybrids.

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TheSteve - 8/28/2017 2:44:39 PM

+3 Boost

Linked article "... Starting in 2019, it will be impossible to buy a new Volvo without some form of electrification being built into the vehicle..."

This does not mean ICE will be gone. It just means more electronic gizmos will be added to Volvos, and that might not be a good thing. For example, if Mazda's cars equipped with the Skyactiv engine (an enhanced variant of ICE) cost less to buy and operate than a Volvo, and they get better fuel economy, does it really matter that the Volvo has some fancy whiz-bang electronics in it?

TheSteve - 8/28/2017 3:09:22 PM

+3 Boost

Addendum: Mazda's Skyactiv engine also alleges to significantly reduce emissions. We'll see what it's like when it gets into production, but if it delivers on significantly lower fuel consumption and lower emissions, without detrimental side-effects, then Skyactiv technology *might* be the next Big Thing.

carloslassiter - 8/28/2017 6:29:36 PM

+2 Boost

Whatever Volvo is doing, it seems to be smart and look cool, so by all means let's criticize it!

TheSteve - 8/29/2017 2:09:37 PM

+2 Boost

carloslassiter: Some people believe in tech. Auto marketers know that, and so they "sell the tech" to those who are tech-enamored, who swoon at the buzzwords because they obviously mean "better."

I'm a fan of *results*, which might mean less glamorous innovation to achieve a better outcome. People can brag about regenerative braking, and electronic assisted this and that, and "intelligent" what-have-you, but at the end of the day, it's only the results that matter to *me*, and not the tech you have on board.

Does this mean that Volvo is heading in the wrong direction? Definitely not! But Volvo is broadcasting that they're appealing to people who believe in hybrids as saviors, in "electro-tech = better", and so on. Volvo *might* be right! The proof will be in the pudding, so to speak, when their ideas manifest as production vehicles, and when users can measure the actual benefits against their cost and possible drawbacks (e.g., potential added complexity, increased failures, increased maintenance and repair costs, etc.)

CANADIANCOMMENTS - 8/28/2017 8:59:55 PM

+4 Boost

Volvo is just trying to get their share. I can't speak to the USA, but in Canada 65% of all luxury sales go to Benz and BWM. The next 20% go to Audi. The next 10% go to Lexus. The next 5% are where Volvo, Acura, Porsche, Maserati, Alfa-Romeo, Jaguar, Infiniti, Tesla etc all exist.

MDarringer - 8/29/2017 8:07:40 AM

-1 Boost

If that's the goal, then Volvo has some serious things to learn about refinement.