A New Volvo In Search of a New Demographic
Volvo has sculpted a 3-door, 4-seat hatchback aimed at interrupting GenY’s traditional perceptions of a Volvo. Will it capture the hearts, minds, and pocketbooks of a demographic beyond Volvo’s traditional customers? …only time will tell.
Engineers and designers at Volvo have taken Ford’s C1 platform (used for the European Ford Focus in early 2004 and currently used by the Mazda3, Mazda5, Volvo C70 Coupe/Convertible) and built a hip hatchback with some urban flair. Already being sold in the U.K., the C30 is also destined for the U.S. market with a date set for summer 2007. Even though 75% of the 65,000 Volvo C30’s produced annually are destined for Europe, thousands will be shipped to the United States. Whether it was the success of the MINI Cooper or Volvo’s wish to tap into a younger demographic, they have decided to focus on a new segment. According to Fredrik Arp – President and CEO of Volvo Car Corporation, the new C30 “is a car that aims for a group of young singles, or couples, with intense urban lifestyles”.