I would and could get excited about a Volvo V8. I can sense it would be a legendary piece, built tough, built in concert with Volvo tradition for legendary durability, and in accordance with Volvo engineering philosophy. All of those things mean something to me, as a 7-time Volvo owner.
If Volvo has ever meant anything, then how can Volvo enthusiasts embrace a motor built by someone else?? If you did it yourself, you’d be called a poseur, but if Ford does it, it’s good business in a competitive world. Well, if Ford didn’t spend a lot of money taking down Volvo, they wouldn’t now have to squeeze Volvo for everything it’s worth.

So now under Ford’s ultimate wisdom, some accountant in a business political position of power has made the decision to use a “new” engine built from scratch in Japan, in a Volvo. That’s the equivalent of Porsche buying a motor from a Korean engine manufacturer. That’s as bad as Jaguar getting a motor built in Japan. They might be able to build a good motor, and they do, but it’s a classic case of “brand dilution” of major proportions for Volvo.

In the short term greed for a V8, someone didn’t think it was “worthy” to allow Volvo to build what would undoubtedly be seen as their own fine “bulletproof” wonderful V8 motor from Sweden. No, Volvo will never have the chance under Ford ownership to do this. It must be humiliating for Volvo to do this, especially when the company has been run in the past with such pride in their own product.

Gone will be the legend of the Swedish durability, gone is the lore of Swedish steel and toughness that kids learned about growing up. Now we have a Volvo with a Japanese transmission already, and when the motor also comes from Japan, then Volvo can be called an automobile assembler. Great. Now kids are going to grow up and Mom and Dad can tell them, “yes dear, that’s a Volvo”. And the kids will ask “does it have a Volvo motor in it mom”? No dear, it has a motor “just as good” built n Japan, “because greed at Ford sold out the company name”.

I was originally concerned about Ford screwing up a good thing on the weight bias of the XC90 by cobbling in a V8 that was never intended for it. However, now I’m concerned about the total dilution of the brand, just like GM did to Saab. Greed is so high at GM/Saab, they’re going to put a Chevrolet V8 in a Saturn and call it a Saab. As far as I’m concerned, they can call that vehicle a Trail Blazer, not a Saab. Saab has lost almost all of its character and identity. To GM, Saab is just one more car they’re going to fool around with and then drop. If GM was willing to sell out their own heritage, in Oldsmobile, then you can imagine how willing they are to protect the heritage of Sweden’s Saab line.

It just makes me happy I have a Volvo that still has the motor from Sweden, designed and built predominantly by the company I gave my brand loyalty to. I'm from Swedish decent, and my heritage means something to me. I hate to see a national heirloom like Volvo, be run into the ground by accountants from the acquisition team.

A good motor from Japan, no doubt, but gone forever is the mystique of Volvo, thanks to Ford. At least Ford could have used a Ford motor that has had the benefit of being tried and tested. What were they thinking when they decided to have Yamaha build a new one from scratch? It sounds like a way for Volvo to follow Porsche, and their Cayenne program, right to the very bottom of the JD Power Initial Quality Survey.

Personally, with all the products on the market these days, we do have a choice. I know some of you out there are driving Japanese cars, however, that’s something I’m not interested in. I still have the chance to buy from Sweden, or Germany, or UK. Why would I want to buy a European thoroughbred with a motor (and transmission) from Japan? Would I just as well buy the whole car from Japan?

Mr. P


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2004 XC90 2.5T AWD, 1990 944 S2 Cabriolet, 1989 740 GL 16v, 1984 944, 1983 928S 5-speed, 1974 TVR 2500M