Volvo is banking on big moves in a changing market

Safe, Swedish and boring - three words that historically have been synonymous with Volvo, writes Paul Healy.

24th February, 2013
The Volvo S60 will be unveiled in Geneva.

Safe, Swedish and boring - three words that historically have been synonymous with Volvo.

So dull were its products in the past that Nicholas Cage used his beige Volvo to illustrate the decidedly unexciting qualities of his character in 'The Rock'.

The brand that used to market itself on the tagline 'Boxy but good' has moved on though and rather than being the Swedish Ford (a position it held before its tie-up with Ford itself)...

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