Yes, they've denied earlier on, and then Aston Martin was gone, then they denied again, and Jaguar and Land Rover went to Tata. Then they denied it again on Volvo, and again. Well it seems imminent (We've told y~) that Ford is now selling Volvo. Oops, we mere automotive journalists should at times talk like big shots from multi billion companies. Here goes for another saying of 'I am selling Volvo.' - "We're re-evaluating strategic options for Volvo." Ford announced.
The last remnants of the PAG (Premier Auto Group) under Ford, which just a few years back, saw the exponential growth of Aston Martin and Land Rover, the doing-quite-well Jaguar X-Type and S-Type, and Volvo's slew of successful S40, S60 (a few years back); is now left with a battered Volvo, which despite strong supporter following, had in recent years gradually loosing out on brand distinctiveness compared to the German brands that marched ahead lightyears away, and used-to-be econoboxes from Japan, that had improved so much that Accords and Camrys are now selling more expensive than Volvos, with higher reliability ratings and outright larger in size.
My question now is not actually who or what price Ford could sell Volvo to, but rather the big question of Volvo's survivability. Where should Volvo stand? Why on earth did this chiq Swedish brand end up like how it is today?
The real problem starts when someone within Volvo decided they're abit too 'old' and should instead 'liven-things up', creating younger, sportier images of Volvo and get the younger generation. Yes, the first slew of S40s and S60s were very successful, launched in 1998, they both signify a big improvement in terms of styling for Volvo and captures the hearts of some long Volvo advocate, as underlying those modern curves and creeks, the strong brand image of what essentially was a boring, honest, sturdy car is still apparent.
However, as they increasingly sought after a younger, sportier image, they're stepping right onto the turfs of BMW, Audi, Saab. No one used to really contemplate between a Volvo and a BMW, but when you start suggesting to people Volvo's could carve corners as well, you're inviting a crash party of road testers that tells you BMWs are better, even though your Volvo might be more - comfortable or safer.
