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Hi Yannis,
I agree that Volvo is becoming a different company. I don't share your enthusiasm however.
IMHO its future is at risk. For an auto history buff, the parallels with Packard seem predictive. Both companies abandoned their traditional customer bases to seek increased sales. Although Packard did present much more expensive models than Volvo, both built reputations for conservative, well engineered, quality built cars.
Stiff competion and a poor economy forced Packard to merge with Studebaker, another maker of fine automobiles. Ultimately, further mergers lead to extinction for both marques.
I think that Volvo merged with Ford for essentially the same reasons. Now that Ford has announced a 35,000 employee reduction, saving money will be the bottom line. I believe that will cause some Volvo models to be re-badged Ford products like Mercury or Lincoln, while others will be utilized like the European Mondeo platform.
That is not necessarily bad. Yet, Volvo presented an image as well as a product. Self effacing humor seems have been their marketing strategy for a very long time. The rock 'em - sock 'em approach may appeal to the new wave.
It won't, however, be Volvo as it was integrated into the culture. After all, when the marque becomes the basis for a New Yorker cartoon, it is iconography.
Bryan
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