The new Volvo S60 R-Design isn’t for everyone. In fact, with anticipated sales of less than 1,500 vehicles, the new model will barely show up on the sales charts. Nonetheless, the Swedish maker is betting the most powerful model it has ever put on the street will surprise those who still think of Volvo as building nothing but safe, boxy and boring automobiles.
“The S60 R-Design is the next step for Volvo,” insists Frank Vacca, who serves as brand manager for the overall S60 line-up.
With its 325 horsepower inline-six, Volvo is targeting the R-Design at buyers who’ve traditionally ignored its products in favor of more performance-oriented brands like Audi and BMW. If the company is right, the new model could begin to re-position Volvo as a more serious player in the global luxury market – and build demand for the company’s more mainstream products, as well.