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January 04, 2006

On a roll 

Volvo hubcap will show the C30 at to gauge . My bet is that the car will be produced, for several reasons. First, the Volvo . Volvo owner knows it’s on a winner with this brand, which contributes smartly to its bottom line. But why is the brand successful? Aren’t the S40 and V50 glorified that are worse to drive?
   Volvo is known, of course, for safety, but in recent years it has managed to combine this with , a sentiment that a lot of buyers would like to live. (How much longer is another question.) Performance plus a brand that translates neatly to causes and values have an appeal to consumers, not just Connecticut couples and liberal college professors.
   The other reasons are more -oriented: the car will be Volvo’s . The will appeal to people who don’t want the wank of a , and who realize that the 9-2X is a phoney made in Japan. Volkswagen AG’s A3 is also within the C30’s sights, but it should also take Focus and Golf buyers, too.
   The interior is better than that of the S40, and let’s hope the have got the performance right. I have driven the top S40 and V50 and found them pretty poor as performance cars. The down side is that Volvo wants us to think that the C in C30 stands for . Will these CSR-conscious, educated , who might like a brand with the values of Hans Blix, like the fact that this vehicle is not so much a coupé, but a hatchback? Or will trump that of the product itself?
   Ten to one the brand values will win the day. People will buy a Volvo because it’s a Volvo.
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