Volvo at SEMA
November 7, 2007 by Alborz Fallah
Volvo is determined to improve its image worldwide. The company is well aware that in order to survive the next 50 years, the “Volvo-driving soccer mum” image needs to be replaced quickly, with something like this:
In the last 5 years the Swedish manufacturer has produced one excellent model after another, yet many buyers are still having a hard time seeing Volvo as a youth-orientated sports brand. So at this year’s Specialty Equipment Market Association (SEMA) tradeshow, Volvo has brought along four modified versions of its vehicles, plus a hot rod.
Volvo XC70 Surf Rescue (SR)
First in line is the XC70 surf saver, not exactly a performance car with its 3.2-litre engine, but the all-wheel-drive Volvo rides atop a 5-inch-lift suspension, oversized tyres and heavily modified body panels. Packed inside is a full compliment of life-saving equipment and custom rescue surfboards.
Heico Sportiv S80 T6 High Performance Concept (HPC)
Next in line is the Heico modified Volvo S80 T6. Powered by a 261kW E85 bioethanol T6 engine and driven via an all-wheel-drive system, the S80 shows Volvo’s commitment to bioethanol fuels, while from the outside, a unique 7-layer “metal effect” paint scheme gives the Volvo a halo feel.
It doesn’t stop there though, the interior has also been changed with a fully custom Mystic Blue leather design with an aluminium centre stack.
Heico Sportiv C30
Another work by Heico, the C30 is pushed along by a 224kW powerplant, but this car is not all about power and performance.
The orange designs on the outside, lowered stance, a fully custom body kit with integrated spoilers and larger air ducts as well as quad exhaust tips give this little Volvo something to yell about.
Caresto C70
Caresto have put their minds to tuning a C70 convertible, the result? Power output has been increased from 162kW to 207kW.
Caresto Hot Rod
Leaving the best till last, the Caresto Hot Rod may not look like a Volvo, but it is built primarily using Volvo parts, including the 223kW V8 engine.
Print it: 
Yes to the S80. Very Nice.
One has to remember that Volvo had been borne of a rallying background – much like Subaru – so performace vehicle are not exactly new to them
How cool is that rod? Colour could be brighter but nice stance!Boyd rims you think Tonyn?
Hey now see Volvo can do a coloured interior without it looking like its been transplanted out of something else.Helps when the interior and exterior match I guess!
You driven a Volvo before Tonyn……..havent they come along way in the last 10 years! I would definitely consider another one again !
Looks good inside.
The Caresto Hot Rod looks like another Elfin. KEEP AWAY FROM THOSE SEMI TRAILERS GOING DOWN THE HIGHWAY NOW!!
yeah i want to drive one fo those v8 volvos, id buy one if i didnt work for the opposition, i like the S80, looks hot!
Yeah they are boyd rims, that rod is a masterpiece…. i love it, has real style to it. needs to be another colour but i agree!!
Volvo has come a long way.
I had one of those yellow 850 t-5’s for a while as a company car, holy smoke did it go!!!
you mean the 850 R. As a sedan, they only came in a canary yellow colour. They did go AND handle!
Volvo has got to build some Heico cars – Just let Heico design all the new “R” cars. No different to AMG or Alpina!
I was going to say the same thing Tony,yep they looked cool even for a Volvo back then. I do think they came in other colours to,but I remember the yellow colour.
They probably even sounded ok for 5 cylinders!
The Heico S80 is a stunning car. The only complaint is that they stole the front LED lights straight from the Audi S6. My other concern is that I dont think Volvo has it in them to actually have such a car on the market. I hope they prove me wrong though.
I guess i am a bit biased because i sell Volvo’s but i love it when the underdog starts raising eyebrows. The S80 V8 is awesome to drive and it sounds exellent, so is the C30 T5 with the lowered sports chassis its so well balanced
it was a great car… i traded that and a wagon in black, it was a limited edition performance car too… was a stunning car too…. but that 850 r blew me away!
Nick J,
All new volvo’s srarting with the new S60 in ‘08/’09 will feature LED daytime running lights on either side of the grill. As long as they don’t loose the famous large shoulders and the intergrated tail lights who fend off the contoured rear end, I’ll be happy, as Volvo really has a good design language now. Much better than BMW’s or Merc’s now. I mean, look at the c class and 3 series now. One is as dull as dishwater, and the other looks like a tarted up Sonata.
Give me an old volvo 240 anyday. They will still be running when all these new cars have been recycled into washing machines.
Give me a new one cause the old ones look like washing machines…..hahaha
No one wants to work on old Volvos,Ill give you the tip!
Ill pay that one :)
But seriously, you dont need anyone to work on them because nothing ever goes wrong with them, and if it does its a quick easy cheap fix. Todays cars – $600 for a headlight $1200 for rotors…, $1300.00 for routine timing belt… $3000 + for a computer because no one can figure out whats wrong etc etc. Cost to see other road users get well out of your way and keep distance in carparks….priceless.
Yeah I here where your coming from,but parts are also a nightmare sometimes to find for the old ones.Genuine is never in stock and after market is hard to find. We use to resort to wreckers when we had our workshop if you couldn’t locate a part! I guess thats why there are Volvo specialists cause generally most smaller workshops hate them!
Dont discard the new ones though,like most cars these days parts are expensive for all of them. Someone mentioned recently that you cant change the wiper blades on a VE Commodore you have to replace the whole arm at $50.00 a pop! That the big difference between new and old cars I guess, the new ones are a joy to drive though. Volvo have the best interiors for quality and design, I think anyway!
Love the Sportiv S80
This is a hot little Volvo and it was made very popular in the movie Twilight.