The S60 is better looking than the old S80 but seemed a bit overpriced once desireable equipment was added. The new S80 is sharper than the old and even looks a bit more S60-inspired, just a tad larger. However, given the S80’s price, dropping the S60 would seem to leave a big gap between the S40 and S80–unless the arrival of the C30 means the S40 is moving upmarket.

Interesting… but seems unlikely.

Since when does Volvo *really* compete with BMW & Mercedes?

BMW and Volvo in particular have too much overlap in their sedans. The BMW 3 has grown so large that there’s no longer a need for the BMW 5, especially with the 1 series coming along. Same with the Volvo…with the C30 coming out, you no longer need a S40, S60, and S80.

It seems to me that Volvo is a “tweener” brand, vs. the standards of european luxury. The s80 was prettymuch 5 series sized, but the 60 was between 3 and 5 series (I imagine the new 3 is close in size to the 60, but I’m too lazy to look it up), and the 40 is smaller than a 3 series, but comfortably bigger than a 1 series. Seems like there’s still plenty of room between 40 and 80, although naming a 40 based convertible into a 70 starts casting doubt, in my mind at least, on where things are going. Since the s40 is fairly boxy, maybe there’s still room for a 60 with a “sexy” or “coupe like” shape (I already think it has one, except the front styling is bland) like what Mercedes did with the CLS, or VW is planning with it’s “coupe” based on the passat. We’ll see I guess….

this is a BAD move. The big volvo is ALWAYS the loser. 850 outsold 960, boxy s70 over s90, and current s80, and the current s60 over the s80. unless they bring the base s80 WAY downmarket, I don’t see this working. And this is coming from someone who loves volvos. I can’t imagine buying one over a bmw though…. they should distance themselves from that market…

i highly doubt that they’ll go through with it – the s60 is the money car for volvo, if i’m not mistaken it’s the most popular. also, it’s always been very obvious to me that the s60 is in the same class as the 3 series, c-class, et cetera, NOT a 5 series competitor. i’ve never read anything that indicated that volvo was going after the 5 with their s60.

also, i wonder how much of this was from ford’s input because these changes do not sound in keeping with the volvo philosophy.

they all look the same…..maybe if each car retained a little of its own identity, they’d be more memorable and OUTSELL competitors

I don’t think people in the market for a Mercedes or BMW ever really consider Volvo. It’s a bit of a niche brand.

That’s bizarre. There’s both a significant gap between the S40 and the S80 not only in price range but in psychology. There’s a reason why BMW has the 5-Series, Audi has the A6, Lexus has the GS, and–heck–why Ford has Mercury.

I’m considering the S60 R as a possible replacement to my aging Mazda 626 and would drop Volvo as a consideration since I find the S80 not only too expensive but too staid for my needs and image.

I own a 2004 S60 and love it. Contrary to the other suggestions, it is a respectable competitor to Mercedes & BMW. I know, I traded in my Mercedes C class for the Volvo. The Volvo has more comfortable seats than BMW & Mercedes and the interior quality is just as good as those brands. The handling is softer, at least on 2.5T. Thus, my C class cornered better. However, I commute 85 miles a day and for daily commuting I find it more comfortable than the C class. Styling is personal, but I like it more than the Mercedes, but it isn’t as sporty looking as the 3 series.

The S60 is certainly not an E class or 5 series competitor. The new S80 looks to be a very viable competitor to those cars. I hope it does well.

If the S80 can do well then I’d think Volvo should bring out an S100 and begin going after the 7 series and S class. It will take them a few years, probably a couple revisions of the S100 to make it a real competitor. No reason they shouldn’t start now.

Volvo needs a new S60 to freshen it up against the 3 series & C class. This small luxury sedan market is huge and there’s no reason Volvo can’t continue to do well in that space.

Finally, has anyone noticed that Volvo essentially doesn’t advertise their cars? They advertise their XC90. I know that’s been good for them (and I like it), but I know people that haven’t considered the S60 not because they think it’s weak or ugly, but because they simply don’t know about it.

Well, Other Steve I think that we naturally benchmark the Germans. The S40 should hit the C and 3, the S60 should hit the E and 5 and the S80 should hit the S and 7. The new S80 should be the S60 and they should make larger S40s and S80s to match up with their German, Japaneese and American counterparts.

Hah! Volvo competing with Beemers and Mercs… My arse… Their engines are too small, they’re nowhere near as nice, and there’s no doubt they’ll still hold a reputation for being the ****ty version on the beemers andd Mercs… Although props to them for dreaming…

I drive a Volvo S40 T5. Its a wonderfull car, and I love it. I live in South Africa and in the area where I live “Johannesburg” which is on the reef. A naturally aspirated car can loose up to 15% of its power here. This probably explained why I whipped a new 330I the other day. You should have seen hes face haaaa. I know you can also buy a merc kompressor but their just too expensive in South Africa. And even if it was priced the same as the Volvo id still buy the Volvo because of the safety of the Volvos. Volvo cars are examples of high quality and todays beemers really look cheap inside. My favourite brands are Volvo and Audi. I think Volvo an Audi are better brands than BMW and Mercedes Benz.

Volvo competes with Saab, Ford, Opel, Volkswagen, Lancia, Alfa Romeo, Audi, SEAT, Vauxhall.
I don’t think its in the same league as MB & BMW.