Volvo S80: Playing It Too Safe?

As Volvo tries to move away from its conservative, "safe" persona, it risks losing whatever personality it has

by Stuart Schwartzapfel

Editor's Rating:

The Good: V-8 barks and bites, updated design, distinctive interior, some smart features, amazing seats, stand- out stereo, real value vs. V-8 rivals

The Bad: Essentially a front-wheeler in RWD territory, technology overkill, pricey options list, competition has more character

The Bottom Line: Better than its predecessor; optional V-8 a plus; but it's a bit less distinguished than top rivals

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Up Front

Any American suburb worth its salt follows certain new-car etiquette. When your neighbor proudly pulls up in something shiny with dealer tags, you act excited and ask lots of questions. Well, let's say Ned Flanders rolls curbside in a brand new Volvo S80 V-8 AWD. The model designation alone, with all its numbers and letters, leaves much to talk about, too much in fact. This is where the problem of the S80 V-8's ambiguous, Swiss-army-knife personality arises. In trying to be all things to all people, the S80 V-8 lacks distinctive character in any one area.

Wherever I went in my test car, people said and observed different things."It's a beautiful car," said my Aunt Shari. Well, considering Volvo predicts that most V-8 buyers will be men, maybe beautiful is not the word we're looking for. O.K. what then? What is the one defining characteristic that will affect drivers and onlookers most? It's a Volvo, so you know it's safe. The beefy V-8 will get you there in a hurry. And the AWD badge conjures up warm and fuzzy thoughts of knit sweaters and a ski lodge fireplace. In the looks department, it's certainly handsome enough, with those pronounced, sweeping shoulders. And the interior feel is certainly one of luxury and coddling amenities.

But what stands out among these product attributes? If the competing BMW 550i stands for the ultimate driving machine, what does this S80 V-8 stand for? It's kind of like trying to sell a friend to a potential blind date. He's nice and successful and smart and funny and handsome and caring, etc. Yeah, that's great, but what will make her call back for a second date? Reviewing this car would have been a little more straightforward had Volvo handed me the keys to a six-cylinder S80, but the V-8 changes the game because the car must then be compared to other V-8 powered midsize luxury sport sedans from BMW and Mercedes (DCX). Don't get me wrong; I enjoyed my time behind the thick, leather-swathed steering wheel. But in this insanely competitive class, listing qualities on your fingers is just not good enough anymore. Whether you stand for emotive style or sporting drive dynamics, it is defining characteristics that move metal these days. And to S80 V-8's detriment, much of the competition is more distinctive in the aforementioned ways.

Volvo's flagship S80 is new from the ground up for the 2007 model year. Aside from a new platform, revisited interior and exterior design, and safety innovations galore, the biggest news is near the hood, where a Yamaha-sourced 4.4-liter V-8 (this motor can also be found in the XC90 SUV) lurks beneath the sheet metal. This is the first time a V-8 has been offered in a Volvo sedan. At introduction, there were two configurations to choose from. The base model ($38,705) is FWD and features a 3.2-liter, inline six-cylinder engine. The V-8 ($47,350) boasts standard AWD. For the 2008 model year, Volvo adds a third S80 variant dubbed T6 ($42,045) with AWD and a turbocharged 3.0-liter, inline six. The addition of the T6 is targeted at consumers seeking performance in a package that is less thirsty.

More than 10 similar-size luxury sedans play ball in this general area of the market. S80 V-8 competes in a midsize luxury sedan sub-segment characterized by sporty driving dynamics and slightly more aggressive aesthetic add-ons. Common selling points are big engines, upgraded handling/breaks, larger wheels on grippier tires, body kits, dual exhaust, etc. In the case of this luxury-creampuff-turned-autobahn-burner subset, changing the engine has a drastic impact on performance, appeal, and sales. According to Volvo, the six-cylinder S80 is projected to snag 75% of total S80 North American sales volume in the 2007 model year. Of the 25% who opt for the V-8, Volvo figures nearly 70% will be men. So it is clear that adding a V-8 to the equation changes things. Annual sales volume will be near 53,000 units globally, with roughly 45% of production destined for North American shores. Volvo tells me that the new-for-2008 T6 is expected to capture 50% of S80 production in 2008, which means even fewer V-8s on the road.