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The Volvo S60 R and V70 R: Combining Traditional Functionality With Innovations In Performance

The Volvo S60 R and V70 R:


Combining Traditional Functionality With Innovations In Performance


Intelligent Functionality is a hallmark of the Volvo brand. With the new Volvo S60 R and Volvo V70 R, the driving experience really takes off thanks to unique integrated technologies thinking outside of the box.


The S60 R is a true performance sedan, while the V70 R is an exceptional performance wagon. "The Volvo 'R' cars are built from the inside out with safety at its core," says Hans Nilsson, Volvo Car Corporation, R Car Line Manager. "Our design provides control and excitement, without compromise."


The 'R' cars' extremely sophisticated technology is controlled with a rather simple human interaction. The interface between driver and machine is easily accessible through a very smart, functional package of three settings - Comfort, Sport, and Advanced Sport.


With the touch of a button, the driver can transform the 'R' car from the relaxing ride of a day out with the family to the exhilarating experience that comes from cornering with agility. "The technology is seamless so the driver can immerse themselves in the pure joy of control and performance," said Nilsson.


The 'R' concept is nothing new to Volvo. Beginning in 1995 with its introduction of a bright yellow T-5R wagon, Volvo has used the mark as an enhancement of driving pleasure.


The mission of the new 'R' cars is to reinforce "driving excitement" as a Volvo virtue. "We have always incorporated leading edge technology into our 'R' cars," states Nilsson, "with the level of technology currently available, and with our innovative applications,...we feel that we can send a very strong message about the Volvo brand."


The new Volvo S60 R and Volvo V70 R will appear in showrooms during the spring of 2003. Volvo projects sales of 2,500 'R' cars for North America - 7,000 worldwide.


The target audience for the vehicles is expected to be male-dominated, by as much as 94 percent in the United States. "The American buyer has a more relaxed attitude, looking for a top-of-the-line car that's fun to drive," Nilsson said in indicating the Volvo 'R' cars are ideal vehicles for the American road, and the American driver.


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R, Special Interests, 2004
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