8 February 2011
Up till now Volvo has struggled to identify with a younger audience. The old standing joke in this part of the world about Volvo's being safe, but blandly styled and driven by the more senior and/or erratic of the motoring fraternity, has left thirty-something's slightly dubious about the Swedish marque.
It's a tongue and cheek perception that's been taken a bit far, like the out of date jibes aimed at Skoda's reliability - which now rates among the best in Europe. It is however great for those of us scanning internet auction sites for a cheap Volvo 480. The futuristic eighties hatch that time and price-hiking boy racers forgot.
With the release of Volvo's latest however, perceptions and heads are set to do an about face. The C30 hatchback targets the youth audience that's been missing from Volvo's ownership demographic for years.
Internationally the C30 is marketed as Volvo's young person's car. The vehicle's stunning dedicated website: http://www.volvocars.com/campaigns/MY07/C30/OpenDoors/default.htm is almost certainly the work of ideal C30 customers. Talented and successful graphics and web design graduates, eyebrow piercings and i-pods in tow.
It's Volvo's hipster, and what hips! The broadest flanks in the business emphasise the modernistic rear end, the sculptured beltline and the stylish tail give the vehicle a BoConcept coolness, while the body kit and side skirts add a subtle athleticism. There's even a touch of the old 480 in the looks too.
Like an automotive equivalent of an interchangeable cellphone faceplate, the C30's body kit can be optioned in wild colouring to contrast the body. A selection of interior options is also available.
Scandinavian flair is continued inside, a cascading aluminium centre stack is gorgeous in its simplicity, buttonry is a tad small for sausage fingers and rear occupants would benefit from additional legroom, but otherwise the interior is ergonomically excellent.
The C30 is built upon parent company Ford's, C1 platform. A floorpan that has proven it's worth underneath the agile Focus and Mazda3 models as well as Volvo' s own S40, so the well-planted on-road feel is no surprise in this latest form.
Over twisty roads at it's launch the C30 remained composed with ample grip and predictable handling, the suspension thankfully wasn't rock hard like rivals that ply for younger buyers and felt well-suited to our fluctuating road surfaces.
For now New Zealand bound C30's are fitted with just one engine selection, a turbo-charged five-cylinder petrol, the same used in Ford's breathed-on Focus ST. Developing 162kW @ 5000 rpm and in five speed automatic configuration, (also the only current choice for Kiwis) the Volvo motors from 0-100km in 7.1 seconds.
Its performance is not as blistering as the hottest turbo hatches on offer but still pulls strongly from low revs, with 320Nm available from just 1500 rpm, on a winding back road it's riotously good fun.
A diesel power unit is a consideration but isn't expected this year.
Typical Volvo safety is a given, with industry-leading crash deformation, ISOFIX child restraints and six airbags, ESP and traction control all standard on the C30. As are comfort and convenience functions like dual zone climate control, MP3 compatible stereo with i-pod connectivity, rain sensing wipers, electrically adjustable drivers seat and split-rear seating.
So, the perfect car to introduce younger purchasers to the brand then? Well not in New Zealand it would seem, where most young purchasers opt for a used import.
While Volvo NZ will be making the contrasting bodykits available as an aftersales accessory, pushing the funkier aspects of the C30 may not result in additional sales for our market. So it may be marketed all too predictably, safe, and stylish with good performance and an air of prestige.
A shame, as the C30, while all of these things, also offers an attitude that could breath new life into Volvo's current brand perception. This attitude may not come across with a more sober marketing strategy. So, like the bygone 480, it's 'coolness' is at risk of being overshadowed by a misconception.
Fortunately, whether your young or just young at heart, the C30 - at a launch price of $49,990 - will offer fun for all.