Volvo - Whatever happened to the Boxy Shape?

Volvo has been a significant motor manufacturer in the United Kingdom since the late sixties and early seventies. Possibly one of the most significant cars Volvo has ever manufactured is the PI800S driven by Roger Moore the star of the TV series ‘The Saint’. Although never recognized for its speed and performance the P1 800S possessed a road presence distinctive in its day. As an aside it was used in ‘The Saint’ instead of an E-Type Jaguar which had been the initial choice for the Saint character. A later version called the P1 800E introduced petrol injection and a two litre engine even though this was not acknowledged on the badge, adding a significant increase to the car’s overall performance while an attractive sporting estate was also added to the range.

Volvo’s reputation as a motor manufacturer of strong, reliable vehicles more usually saloons and estate cars was built up through its range that included models like the 164 powered by a 6 cylinder three litre engine that offered a healthy performance with luxury on a level and size comparable to a Ford Granada. In addition the three litre engine was strong and proved a little punchier than the V6 Ford when adopted by small sports car manufacturers such as Marcos.

However the Volvo history for a long period of time focused more on estate cars than it did on sports or even saloons. In the UK throughout the seventies and eighties he Volvo estate was possibly the epitome of the most coveted estate cars available offering luxury, space and performance in a boxy but attractive design that captured the hearts of thousands of buyers. It is arguable that Volvo actually offered the first Multi-Purpose Vehicle (MPV) although with five seats rather than seven through its ability to design the 240 estate car, a car that everyone with a family appeared to have placed firmly on their wish list. The Volvo 240 remained in production over than ten years finally replaced by the 740 a larger wedge shaped box that offered serious space in the back for luggage and boxes. When the 240 and then 740 arrived in the UK it was at a time when the economy was improving and the need for estate vehicles that did not share the appearance of a utility cart that had escaped from World War II had a place. Through the seventies business people wanted to utter their success by driving a vehicle capable of carrying them and their family in something that expressed a distinctive style. The Volvo 240 estate and then the 740 both fitted the bill admirably.

During the ‘90s Volvo changed the appearance of its cars opting for a more traditional aerodynamic look in favour of the boxy styling that had proven so successful. This allowed Volvo to lose its distinctiveness making it similar to its competitors and thereby change what future generations would remember about the brand. Volvo’s were that distinctive because of their boxiness that even people not interested in brand labels could identify a Volvo from a distance. The boxy styling a once recognized feature of the Volvo has moved on as aerodynamics play heavily on the influence of car designers. It is difficult to imagine however why a company with a proven, successfully distinctive design would want to lose an identity that it has taken twenty odd years to establish simply to get inline with the way everyone else is designing the bodywork of their cars. Obviously fuel consumption and performance contributed to the decision to drop boxy, but people also want roominess, previously a Volvo characteristic.

Today the Volvo brand of vehicles continues to reflect success with a road presence that states quality while the number of saloon versions now appears to outstrip the once more popular estates. In addition the boxy styling a once recognized feature of the Volvo has moved on as aerodynamics play heavily on the influence of car design. The latest medium model line up is distinguished by an S logo followed by a reference number S40, S60 and S80. While a new hatchback the C30 possesses the appearance to challenge BMW. The Volvo car built to tempt the public today includes classy looks and styling as found in the Volvo C70, Volvo V70 and Volvo C303 making difficult the decision to go elsewhere.

One of the bizarre things about Volvo is that it took the company so long to produce a 4x4. Although the excellent XC9O may have been worth the wait it remains mystery why it took almost thirty years after the introduction of the successful 240 estate as well as the successful Volvo truck from which a great deal of information must have been forthcoming in designing structural strengths. Fortunately the XC9O finally entered a market some say ten years too late, but buyers are lining up to enjoy what it has to offer!