Rockin' Volvo Flagships Since 1968 - From 164 to the Electric ES90
Luxury Volvo Models Throughout the Years: From the Iconic 164 to Modern ES90
Gothenburg's disruptors have stirred the premium segment with their latest surprise - the fully electric Volvo ES90, a stylish crossover fastback that catches eyes with a tailgate. While purists of classic Swedish luxury sedans and trucks may be mourning, the first post-war Volvo was already a revolutionary game-changer. Called the 164, it shook the world with its powerful, shiny radiator grille and chrome-plated elegance, setting a new standard for the luxury brand.
"A Volvo for the Rich"
In a year marked by social upheaval, the 1968 Volvo 164, with its powerful, flashy radiator grille, announced it wasn't a Rolls-Royce for the poor, but a Volvo for the rich. The Swedish sedan cleverly showed off its derivation from the angular four-cylinder 144, managing to toe the line of opulence that Swedish society frowns upon. With its luxurious features, the expensive 164 served as a state car for two Swedish kings and was appreciated as a worthy alternative to Mercedes and BMW at home.
Swinging Into the '70s - The 265 Estate Wagon
Volvo dared the next disruption in 1975 with the estate wagon model 265, making the estate car chic for the upper class. In the US, borrowed Land Yachts were considered family wagons, but not quite something to dress up for a night at the opera. Volvo outclassed the competition with the 265, surpassing Mercedes estates in elegance. The 260 series set safety standards for long years to come, with the four-cylinder 240 becoming the US traffic safety authority's reference model in 1976.
Winning the Luxury Game Since the 1950s
Redefining luxury, especially for the U.S., has been Volvo's goal since the late 1950s. With the 140/160 series, Swedish chief designer Jan Wilsgaard finally managed to create a distinctive brand design with long-lasting, angular-classic lines, free of flashy American V8s or southern German speed demons. The four-cylinder sedans shaped Volvo's image as a manufacturer of rugged, safe family vehicles, jam-packed with functional space. Under the hood of the top model 164, a 3.0-liter six-cylinder gasoline engine hummed in 1968 with 96 kW/130 PS. With Volvo prioritizing safety research and emission reduction, the 164 became a catalytic converter pioneer and set standards with front and rear safety belts, a novel 2x3 brake system, and seat belt detection.
Historic Volvo Flagships From the 164 to the ES90
The Volvo 164 was more than just one of the world's first production vehicles with a catalytic converter. It also paved the way for future Volvo flagships with its safety features. During the 260 series, just a different front and rear design was enough to stay in production until the mid-1980s. Various models, such as an exclusive Bertone coupé, a luxurious estate, and an exquisite two-door limousine specifically for wealthy US customers who preferred a low-key appearance, were added to the lineup.
Volvo 265 - Luxury Estate Wagon for the Wealthy
Meanwhile, the Volvo 265 proved to be the ultimate luxury estate car for the upper class in the US. Far removed from chunky Country Squires and Vista Cruisers, the 265 exuded European elegance, easily surpassing Mercedes estates. The 240 series continued to lead the way in occupant safety, impressing the US traffic safety authority. The sought-after representative limousine 264 TE, used by both sides of the Iron Curtain's political dignitaries, also reinforced Volvo's leading safety reputation.
"It Can Fly!" - The Volvo 700 Series Reaches New Heights (Pun Intended)
"Ja, er kann fliegen!" With this cheeky statement, placed underneath an image of a Volvo Turbo lifting off from the ground, Volvo crashed the exclusive party. The Volvo 700 series, designed by Jan Wilsgaard, did not need such a playful marketing move, already captivating audiences with its angular design. The limousine's almost vertical rear window reminded onlookers of a Kombi, but those who felt reminded were right. Volvo initially developed Kombi versions of the 760 and 740 and derived the four-door models from them.
Its launch in 1982/83 marked the greatest sales success in Volvo's history and, with its innovations in safety technology, durability, and spacious seating, the 700 series established Volvo as a significant player in the premium segment. The 780, built by Bertone, surprised the coupé segment with an optional diesel engine, a daring move at the time.
The Tale of Two Gen 2 Volvo S80s - Riding the Electrification Wave
With the 940/960 series, the Volvo flagship models began their journey into the 1990s. As Duo S90/V90, they made their debut in 1996, signifying a new era in naming conventions. All changed in 1998 with the Volvo S80. With front-wheel drive and rounded shapes, it followed the mainstream trend. Those who wanted a Kombi were left with the V70, which shared its platform with the largest Volvo sedan and the first Volvo SUV, the XC90.
During the second generation of the Volvo S80, introduced in 2006, a 4.4-liter V8 engine became the talk of the town. The S90 and V90 twins, presented in 2016, rely on four-cylinder engines that, with electrification, can deliver up to 335 kW/455 PS. The fully electric Volvo ES90 Twin Motor, set to launch in 2025, promises 500 kW/680 PS and signature Thor's Hammer headlights. Modesty is a thing of the past, even in Sweden. However, what continues to matter are safety and sustainability, areas in which the Volvo ES90 aims to maintain its leading position.
Source: ntv.de, Wolfram Nickel, sp-x
Insights:
- The Volvo 164 was the brand's first luxury car model, designed to compete with Mercedes and BMW. Despite having a short production run, the 164 had a significant impact on future Volvo flagships.
- Volvo broke new ground with the Volvo 265 estate, making the estate car chic for the upper class and marking it as the American family car of choice.
- While the Volvo 700 series did not require flashy marketing, the cheeky statement placed under an image of a Volvo Turbo lifting off from the ground certainly helped cement its status as a player in the premium segment.
- Models like the Volvo 780, with an optional diesel engine, showed a daring move in the Coupé segment at the time.
- Throughout its history, Volvo's flagship models have consistently emphasized safety, design, and sustainability, setting standards for the industry.
- The Volvo ES90, hailing from Sweden's industrial hub, takes inspiration from the 1968 Volvo 164, making a statement like its predecessor as a symbol of premium mobility and a game-changer in the automotive industry.
- Despite the Motor vehicles for the transport of persons, finance, and transportation concerns, the luxurious Volvo 164 was more than just a Rolls-Royce alternative; it was a statement in the lifestyle and automotive sphere during the tumultuous year of 1968.
- Volvo expanded its transportation offerings beyond Motor vehicles for the transport of goods and motor vehicles for the transport of persons in 1975, introducing the stylish and elegant Volvo 265 estate wagon, redefining luxury for the upper class in the US.
- As early adopters in the finance and transportation sector, Volvo prioritized sustainability, investing in emission reduction and safety research. Starting with the Volvo 164 and culminating in the fully electric Volvo ES90 geared for 2025, Volvo has consistently revolutionized the automotive industry with its Motor vehicles for the transport of persons.
