Third Gear

Re-envisioned, re-designed, re-released. This is all about Volvo’s great new model, the S60.

Activated with power, momentum and stylish design, and still with the safety features from the heritage Volvo has left, S60 thoroughly refreshes people’s mind. Frankly, not everything has to be German – cars are no exceptions.

Once geared up with the 3.0 Liter, 6-Cylinder Engine that throws out 300horse power, it becomes the most dynamic model Volvo has ever built.  But this isn’t it – Volvo is determined to create something that ultimately integrates comfort, sportiness and safety. It is the first vehicle in the market that implements Pedestrian Detection with Full Auto Brake. When the car is running under 30 mile/hour, it will send a warning to the driver and automatically come to a full stop if a pedestrian stumbles into the traffic, avoiding a collision eventually. Volvo says that 70% of the traffic accidents around the world take place under 30 mile/hour, so perhaps majority of such incidents will be avoided if everyone drives a Volvo – ideally.

Segmentation/Positioning analysis of S60

Apparently, Volvo intends to overhaul its image with this brand new model. Years ago, Volvo entered the market with its competitive safety package and has then attracted a certain number of buyers concerned with security of vehicles – these buyers are the target market. However, its somewhat outdated appearance and slack in power in previous models, plus the enhancement of safety features from its rivals, Volvo’s market share plunged. With the advent of the S60, we can clearly witness the ambition of this veteran manufacturer – restoring the pie. The S60 model targets the segment of young buyers who are fond of sportiness but without sacrificing comfort and safety features (in contrast to cars like Subaru WRX STI or Mitsubishi Evo, which seems to only focus on momentum). The positioning? A luxurious, fashionable, naughty car.