2007 Volvo S80--A Problem and a Dilemma

Nobody asked me, but . . .

Volvo has a problem . . . and a dilemma. The Swedish car company, now owned by Ford, recently introduced a new S80 model. The previous S80 was a nice car. But this new one is very good, even special in some ways. So what’s the problem? The Swedes can’t get the public to think “Un-German.”

Okay, lets start at the beginning. If you built a box and named it European mid-size, luxury sedan, you could place inside that box the S80 or a BMW 5 Series sedan or a Mercedes-Benz E-Class sedan with nary an inch of difference in any exterior dimension. Fact is, you could measure the interior of all three and come up with the same conclusion: no more than about an inch difference in any direction.

All three are offered with either six or eight cylinder engines. Mercedes leads here with larger-displacement adding up to higher output. But even in this category the Volvo is more than competitive, topping the BMW’s standard inline 3.0-liter inline six and nearly matching the optional 3.0-liter’s power output and falling only a little short of the larger six in the E-Class. It’s no contest in the V8 arena: The E-Class 5.5-liter cranks out almost 400 bhp and a similar amount of torque. But both the Volvo and BMW V8’s, at 4.4- and 4.8-liters, respectively, are no slouches in this performance game: They are both over the 300 figure for horsepower and torque. It really comes down to how much excess power you demand under your right foot.

Both Volvo engines are mounted transversely and are designed to meet the stringent ULEV II emissions standards. Volvo data lists 0-60 mph performance at 7.4 sec for the front-wheel-drive six and a rush-inducing 6 sec flat for the all-wheel-drive V8, which, incidentally, emits some of the sweestest sounding notes this side of a racing V8.

Mercedes wins the “mine is bigger than yours” transmission bragging rights with seven-speed gearboxes versus six speeds for the Volvo and BMW models. But, candidly, once past six speeds, you are slicing any performance and fuel economy gains very thinly.

Since I just opened Pandora’s fuel economy box, here are the figures. BMW’s “small” six beats the S80 by one mpg in EPA estimated city and highway mpg with 20 and 29 mpg respectively. Mercedes is at 19 and 26 mpg. Comparing V8s, Volvo bests both BMW and Mercedes by 2 mpg in city and highway driving with 17 and 25 mpg versus 15 and 23 mpg for its German rivals.

I’m sure you wouldn’t be surprised if I told you that the S80, model for model, is less expensive than its BMW and M-B counterparts. The usual rationalization would go something like this: The German cars are better built, have better performance and handling and higher levels of fit and finish and comfort and convenience features than the Volvo. And in this case you’d be wrong. Through the magic of a program that allows me to compare models side-by-side and to add options to create models that are as equal as possible in content, I can present you with not just base prices but with prices for equivalently equipped models.

Comparing equivalently equipped six cylinder models—S80 3.2, BMW 525i and M-B E350—the S80 undercuts the Bimmer by $8 grand and the Mercedes by a whopping $18,000. Those figures jump to a $10,000 and $19,000 advantage for the Volvo, respectively, when you compare similarly equipped S80 AWD, BMW 550i and M-B $550 V8 models. Are these differences large enough for the S80 to make it onto your radar screen? I would hope so. And note that the S80 V8 comes standard with all-wheel drive, a feature that is not available on either of the two German V8s but is offered on certain of their six cylinder models and not on the six cylinder S80.

The S80 is one solid Swede, with a reinforced structure that really adds meaning to the term passenger cage. On the road this translates to entertaining handling, precise steering and a supple well controlled ride. And in adverse conditions such as rain, ice, snow and gravel, the S80 V8’s AWD provides an added level of comfort and confidence that really is appreciated.

BMWs and Mercedes-Benzes are known for their handling, but Volvo doesn’t take a back seat to the Germans these days. Available on both S80s is an enhanced version of the Volvo Four C (Continuously Controlled Chassis Concept) “active” suspension. This is an advanced self-adjusting system that uses sensors to continuously monitor the car’s behavior. The shock absorbers can adjust to a given driving situation in a mere fraction of a second. Four-C modifies the chassis setting to suit the car’s speed (the higher the speed, the greater the damping). As a result, the car remains controllable even at higher speeds. This technology also reduces the car’s tendency to squat, dive or roll under firm acceleration, hard braking or quick steering maneuvers. The newest Four-C system ups the ante from the previous S80 model and now offers three alternative chassis settings instead of the previous two.

Speed-dependent power steering is also an option in the new Volvo S80. The system provides more power assistance at low speeds, for example, to make parking easier. The power assistance gradually declines as road speed increases, disappearing entirely at high cruising speeds.

In order to give all drivers an optimum feeling for the road, the steering servo assistance can now be adjusted by way of the car’s information and set-up system. Power steering assistance can be set at one of three levels.

In nearly every area of occupant protection the S80 expands Volvo’s leadership in both preventative and protective safety. Innovations include a new side airbag with dual chamber construction for enhanced hip and chest protection. Clever structural design employs four different grades of steel for predictable crash energy absorption. The S80 also features the next generation of WHIPS rear impact protection and new approaches to pedestrian safety.

Adaptive cruise control, optional on all S80s, uses a radar sensor to measure the distance to vehicles ahead and automatically adjust vehicle speed. Collision warning with brake support works in concert with the system, alerting the driver and, when the driver depresses the pedal, applying full brake force if needed. The Blind Spot Information System (BLIS) is another new high-tech option. Cameras near the outside mirrors detect vehicles that might be in a blind spot and relay the information to the driver.

So what is Volvo’s problem? It starts with a strong unbending conservative streak that leaves the company with a failure to communicate. Or, more accurately, an unwillingness to compare itself head-to-head to the competition even when Volvo has the advantage. Which leaves consumers with the belief that being German is better.

And because Volvo has a much lower marketing and advertising “voice” than the competition, guess which brands get their message across more strongly? So we’re back to that dilemma I mentioned at the beginning. Luckily, all you WheelsTV.net viewers are independent thinkers. So I’m not even asking you to take my words as gospel. But merely to add the S80 to your list when you go shopping for a mid-size European luxury car.

Sit in it. Compare it to the BMW and Mercedes for luxury, fit and finish and comfort and convenience. Kick the tires. Drive it. I think you’ll be surprised, pleasantly surprised. And your wallet will also thank you.