Volvo sports line to be called R-design

Posted Wed Jun 20 2007 11:35 AM by Ralph Hanson

On Monday we reported that Volvo would be introducing a range of sports packs for its cars, emulating what Audi has done with its S-line package. Not wanting to completely lose any street cred its ‘R’ performance range may have earned, Volvo will be calling the new sports line ‘R-design’.

However, the new ‘R-design’ packs will consist merely of cosmetic enhancements, upgraded interior trim and minor performance upgrades. The first cars to get the R-design treatment will be the new S40 and V50 models, which should pick up unique sports bodykits, stiffer suspension, 17in aluminum wheels and R-design badging. Inside, the cars will get leather lined steering wheels and aluminum trim.

During the announcement of the end of the ‘R’ performance lineup earlier this year, Volvo CEO Fredrik Arp mentioned that there’ll still be performance oriented models but the cars won’t be carrying the R label. We should see the first R-design cars in the second half of the year.

Via:

Reader Comments

Thu Jun 21 2007 9:35 AM
Gunnar Heinrich says

Yes, dropping the whole R series was not such a hot idea. I'm glad that the folks in Sweden (and Detroit?) are coming round.
Fri Jun 22 2007 8:21 AM
Veri says

Just when Volvo was getting exciting again they go and do this. Pathetic.
Fri Jun 22 2007 8:32 AM
Bros says

R Design is the best they could come up with?
Sounds like some marketing major just got hired there.

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