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)...

Subscribe from just €1 for the first month!

Exclusive offers:

All Digital Access + eReader

Trial

€1

Unlimited Access for 1 Month

Get basic

*New subscribers only

You can cancel any time.

Annual

€200

€149 For the 1st Year

Unlimited Access for 1 Year

You can cancel any time.

Quarterly

€55

€42

90 Day Pass

You can cancel any time.

2 Yearly

€315

€248

Unlimited Access for 2 Years

You can cancel any time.

Team Pass

Get a Business Account for you and your team

Share this post

Related Stories

The year in review

Legacy Richie Oakley 1 year ago

Newsround: What Thursday’s papers say

Legacy Leanna Byrne 5 years ago

More cycle routes, expansion of Luas to Bray and new bus network proposed

Legacy Digital Desk 5 years ago