Volvo Sports: R-Design
The inherited cardboard box-like silhouette of previous Volvo models have struck a major blow on Volvo's image - which is certainly anything but sporty. However recent models have shown promise, and in an effort to distinguish themselves as a sportier brand they have announced an R-Design series of vehicle upgrades.
Cars branding this name will receive mainly cosmetic changes such as sports body kits, sports suspension, 17in wheels and a more streamlined interior garnished with leather and aluminum with only minor performance tweaks.
The S40 and V50 models will be the first to receive the R-Design make-over. Volvo CEO Fredrik Arp announced that the more performance oriented models would not bare the 'R' badging, but instead be labeled as R-Design variants.
It is a massive job for Volvo to shed its "boring but safe" image, but with the introduction of cars such as the Volvo C30 and a revamped advertising campaign, the Volvo revolution, albeit a little slow, is under way.
George Skentzos
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