Volvo has generally been unsuccessful in its attempts to convince car buyers that it can be a performance brand. Vehicles that feature the R-Design badge, such as the XC90 crossover are not preferred over similar premium-performance offerings from BMW, Mercedes-Benz, and others. But despite this forced performance pedigree, that won’t seem to stop Volvo from trying again and again.
The latest R-design vehicle appears to be the Volvo S80 sedan. Their flagship sedan has not yet been available with the R badging like other models in the lineup, but Maine Volvo Parts says it will soon feature a R-Design interior package to test consumer reaction. If the $820 interior package performs well, a full exterior package is likely to follow. It will also boost the cost significantly.
Since sportiness is often a key ingredient to large sedans in the premium segment, some at Volvo Boston suggest not to be surprised to see an S80 R by the end of 2009. Fitted with unique body styling, rear spoiler, and aggressive wheels, such a trim package will likely make this demure sedan turn more heads predicts Used Cars Portland, but will it be enough to compete against its German counterparts?
Volvo, like other automakers, is also working to boost efficient throughout the lineup. This means that the R-design trim will likely not go much farther beyond aesthetic modifications. Also, with the level of competition in this sub-niche of the premium segment, don’t expect Volvo to go overboard.
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Wait to see if the S80 R comes to fruition.
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