Speed is not a word you normally associate with Volvo, a carmaker that for decades was synonymous with Swedish practicality and suburban serenity. But unlike its stereotypical customers, the manufacturer made a surprisingly quick U-turn last week when it announced that its popular estate models would return to UK showrooms less than 12 months after they were discontinued.
In a victory for families, caravanners and dog owners – and a whole host of Sunday Times readers – Volvo confirmed last week that it would be reintroducing its V60 and V90 models following a “revival in demand” for its “estate products” in recent months.
The company said it was “overwhelmed” by the enthusiasm for its signature vehicles following the announcement in August that they would not are no longer sold in the UK, and hundreds of motorists are reminiscing about their workhorses in emails and social media posts.
The modern V60 has earned a breather after a wave of affection from motorists
Volvo had blamed poor sales of station wagons and announced that it would focus on SUVs instead. [sports utility vehicles] and electric cars. Following the announcement, the Sunday Times published an article about a 1989 Volvo 240 station wagon that had 828,000 miles on the clock – and was still roadworthy. Readers then began sharing their own memories of childhood holidays in Volvo station wagons – often called “the tank” – and hundreds contacted the carmaker directly.
Tom Lynch, head of communications at Volvo UK, said: “They wrote about it in the papers, of course, and it was talked about on breakfast TV. We were all pretty overwhelmed by the reaction.” He admitted that many Volvo customers had “taken to the barricades”.
In a statement confirming the return of the V60 and V90, the company said: “We have been delighted by the many comments from customers and the media over the last year, with many stories and memories of how our estate cars have been a big part of their lives. We look forward to helping create more of the same.”
Bob Isaacs, a lifelong Volvo driver, is one of those who has welcomed the change. The 76-year-old police driving instructor owns a 1995 Volvo 850 estate car that has 289,000 miles on it. Although London’s Ulez scheme has forced him to stop driving it regularly from his home in Isleworth, west London, it remains a much-loved “part of the family”.
Bob Isaacs, 76, owns a 1995 Volvo 850 station wagon that has 289,000 miles on the clock
PETER TARRY FOR THE SUNDAY TIMES
PETER TARRY FOR THE SUNDAY TIMES
“My old Volvo was here, there and everywhere,” he said. “My grandchildren sat in the rear-facing seats as children and in the trunk I carried everything you can buy in a garden center: grass, paving stones, bags of gravel and crushed stone.
“I don’t like the SUVs. I like the older cars. We went on a family holiday to Scotland at the end of April – me, my daughter, the grandchildren and all their stuff. Only the Volvo station wagon could have done that.”
When Ulez expanded to the London area last year, Isaacs considered selling the vehicle, but his daughter Rebecca, 50, and grandchildren Bethany, 26, Dylan, 23, Brandon, 20, Riley, 12, and Lana, 9, were the outraged opponents. “They were outraged because they grew up in the car and it’s still in pristine condition,” he said.
He now also owns a newer, ULEZ-compliant car – a Volvo station wagon again, of course – and only uses the old one on special occasions.
Volvos and caravans are a natural combination. Isaacs claims only a Volvo can meet the demands of his family holidays
The spacious trunks of cars were often practical, as seen in The Good Life.
Another Volvo station wagon owner wrote to the company after last year’s decision to say he would not buy any more of the manufacturer’s cars. “I’m on my eighth Volvo station wagon,” he said. “We currently have six Volvos in the family, 32 in our history. We used to buy them in pairs. We won’t be buying SUVs, so it looks like this is a goodbye – very sad. I guess nothing lasts forever. Someone else will fill the gap and they can have our money.”
Black Sabbath singer Ozzy Osbourne with his Volvo in 1982
BIRMINGHAM POST AND MAIL ARCHIVE/MIRRORPIX/GETTY IMAGES
In a commentary on the Times website, Margaret Dupp described the decision to stop plantation production as “very sad”.
“We have had Volvo V70s for 25 years. Wonderful cars,” she said, adding jokingly: “Our first one came factory fitted with a Labrador (choice of black, brown or yellow), a tartan picnic blanket and a pipe holder.”
When Volvo first announced its decision to stop selling station wagons, Top Gear magazine described the move as “almost as big as Ford discontinuing the Fiesta.”
The first Volvo station wagon to be launched was the Duett in 1953. Since then, the company has sold around six million station wagons worldwide.