#VolvoCars

Like all automakers, Volvo is keen to promote itself as a cutting-edge manufacturer, and now has a new tool in its arsenal to impress tech-obsessed shareholders. Thanks to a corporate partnership with Varjo, the brand says it will begin implementing the latest in VR headsets to help streamline development. However, Volvo’s plan is more concerned with augmenting our existing realities than creating new ones.

By using Varjo’s new XR-1 headset, the automaker believes it can manufacture plausible portions of augmented reality littered with virtual obstacles and encounters that are as real to the driver as they would be to the car — without putting either in any legitimate danger. This is ultimately supposed to allow the company to effectively test real vehicles sporting autonomous hardware while subjecting living subjects to the same experience. But the full depth of these simulations has yet to be explored.

Volvo has burdened itself with the unrealistic duty of ending fatalities in its cars. While an admirable goal, eliminating roadway mishaps in their entirety is an exceptionally tall order. We’ve often wondered how the company intends to progress toward its zero-death target. The automaker has already said it intends to reduce speeding by limiting the top speed of all models to 112 mph.

On Wednesday, the company said it will introduce an orange “Care Key” that allows owners to apply whatever maximum velocity they desire (below 112 mph) and an in-car camera system designed to keep you from misbehaving behind the wheel. Volvo’s commitment to safety seems to exist without boundaries, but it leaves us wondering how far is too far.

In jurisdictions that allow motorists some semblance of freedom (*cough* not future Europe *cough*), speed limiters aren’t a common topic of conversation. But they do exist, and many an American pickup owner has hit the governor while passing motorists in open territory.

Volvo Cars isn’t concerned about your gross vehicle weight rating, tire speed rating, or any of that stuff. In the interest of safety, the automaker plans to introduce a speed ceiling for all of its vehicles, even if it means pissing off Germans.

Volvo is taking a very unique approach to its advertising for the Super Bowl this year. Rather than simply have the network air its commercials during the breaks, it has decided to compete with the game directly for viewership.

Called “The Longest Drive,” the automaker’s smartphone game is reminiscent of dealer and radio contests where people have to keep their hands on the car to win it. The difference here is that Volvo is concerned with your eyes. Participants will compete to log the most amount of time looking at stock footage of the Volvo S60 in the hopes of claiming one as a prize.

Mercedes-Benz tried something similar last year with its digitized “Last Fan Standing” competition. In that contest, people were asked to keep their finger on a Mercedes-AMG C43 Coupe as the company monitored their cell phone, waiting for them to make a mistake. Unfortunately, mistakes were made long before the contest began.

The California New Car Dealers Association is requesting that Volvo immediately end its Care by Volvo subscription service within the state. According to the group, the automaker is in violation of California’s franchise and consumer protection laws.

It’s been a long time coming, as Care by Volvo is clearly designed to minimize dealer interactions. Anders Gustafsson, CEO of Volvo Cars of North America, even said the program claimed as much as 15 percent of the XC40 crossovers intended for dealerships this year.

“It’s really the same concerns from everybody, and it’s just that they don’t feel secure,” Gustafsson of said dealers last month. “They’re afraid we’re going to take something away from them … I would say the biggest question mark around subscriptions is that consumers need to decide that. Our retailers are asking, ‘Please let us be involved, because we can help.'”

It looks like they’re tired of begging.

Volvo has decided not to bring any vehicles to AutoMobility LA, the tech-focused preamble to the Los Angeles Auto Show. The reason? The brand says it’s not an auto show, despite the word auto being in the title. Volvo claims the industry is changing and so are the expectations of the people who use them. While this may be true to some extent, many people still expect carmakers to promote their cars and aren’t likely to swayed by mobility jargon or a rotating centerpiece that solidifies Volvo’s narrative.

Earlier this week, we mentioned Volvo’s launch of a social media campaign that includes a photograph of a phone displaying text reading “ this is not a phone.” The gambit effectively built intrigue for the show, but the campaign will continue in LA — resulting in a display featuring “a number of interactive demonstrations of connectivity services, such as in-car delivery, car sharing, [and Volvo’s] vision for autonomous driving.” But no cars.

Volvo released a mysterious teaser image for the Los Angeles Auto Show on Monday. The photo features what is obviously a phone boasting bold text that reads “this is not a phone” while resting on the seat of an automobile.

While it’s not immediately evident what the car brand is promoting, the hashtags #FutureIsMobility and #AutoMobilityLA give us a few hints. Volvo has an app and intends on debuting it in Los Angeles at the end of the month. As for what it might be for, we have some hunches. The strongest of which results in a follow-up press image where the phone says it’s a car dealership or key.

Despite the push from an eager industry, car subscription services haven’t proven an overwhelming success. The general consensus is that premium services, while intriguing concepts, are too expensive and complicated to maintain at scale. Book by Cadillac, which was recently suspended by General Motors, is emblematic of the public’s lackadaisical response to a system mired in logistical issues.

However, the concept itself isn’t dead just because one manufacturer decided it wasn’t worthwhile. Other premium nameplates still have their own services — Toyota plans to launch its own subscription-based pilot program in Japan soon, while Volvo Cars has enjoyed some success with Care by Volvo. Still, framing it as a trouble-free victory for the brand would be a mistake. Volvo’s subscription service has been as much a learning opportunity as it has been an overwhelming triumph.

Having already launched the Care by Volvo subscription program, the Swedish-Chinese automotive brand wants to continue cramming feathers into its cap. It’s now launching a new mobility brand that sounds very similar to car-sharing services offered by numerous automakers and rental firms.

There could be an issue with the naming strategy, however. Volvo wants to call the company M, which is a letter of the alphabet that’s of particular interest for BMW. In case you’ve been in a coma for the last forty years, the German automaker has used the letter M (for Motorsport) to denote its performance division and affixes it to everything in its lineup with sporting pretensions. While it probably can’t claim ownership of all things relating to the mark, it’s definitely not going to be thrilled to see Volvo using it.

We’d like to apologize if our articles previewing the Volvo S60 T8 Polestar Engineered got you excited about the American-made model because you probably won’t get to lay your greasy little hands on one.

Volvo previously stated that the special sedans would only be available in extremely limited quantities. We assumed that meant the manufacturer would probably only build a couple hundred per year at most. As it turns out, that number was a gross overestimate. However, even if you are fortunate enough to have one in your garage, you still won’t be able to own it.

The Chinese-owned Swedish brand’s first U.S. assembly plant, which is about to launch into production of the next-generation S60 sedan, will gain a second exclusive product in the form of the next-gen XC90.

As the priciest vehicle bearing a Volvo Cars badge, the XC90 remains a huge part of the brand’s — presence and profits — in the United States. And, when sole production of the model comes to the Southeast factory in just three years, workers will be tasked with building a model capable of Level 4 autonomy and all-electric driving. It’ll be a challenge, Volvo’s CEO says, but it’s necessary.

The ground beneath the factory Volvo Cars opened Wednesday in South Carolina grew shakier after company executives warned that the U.S.-China trade dispute could undo plans to create up to 4,000 auto jobs in the state.

As you probably know, Volvo is currently owned by Chinese automaker Geely — which has a lot to lose if trade relations break down. Geely intends to export Volvo’s American-built cars to markets outside the United States. The situation’s a problematic one, as Volvo also imports the bulk of its U.S. market vehicles and any economic hurdles would surely gum up the works.

Volvo unveiled its third-generation, 2019 Volvo S60 today and I keep having the same thought — this is what the Buick Century could have evolved into if General Motors played its cards right. That’s not a dig on the tri-shield brand, the Regal is a fine automobile, but the S60 is a car worth getting excited about.

Strange, as the car isn’t really all that new. The XC60 and V60 have been around for a little while and Volvo’s sedan seems to be more of the same. But there are some key differences to go with the welcome similarities (the wagon obviously has the most in common with the S60), and there’s more to the automobile than just good looks and desirable specifications. The S60 represents Volvo’s first American-made car, built at its new $1.1 billion plant near Charleston, South Carolina. It’s also the first Volvo model to forego a diesel option.

Volvo doesn’t want anyone to forget it’s revealing its first U.S.-built model on Wednesday, so it furnished us with a few more teasers to whet the collective appetite. It isn’t the car’s looks that have us excited, however — we already know the S60 will resembled a scaled-down S90 in both form and function.

What has our shorts in a pleasant knot is the fact that Volvo hasn’t replaced the model with another crossover. The new model replaces the second-generation sedan launched in 2010 (and sold in ever-decreasing numbers since 2012) and the automaker seems intent on offering everything customers have come to expect, and then some. There’s even a Polestar Engineered edition of the T8 model that offers 415 horsepower and 494 lb-ft of torque, plus enthusiast-oriented tweaks to the braking and suspension.

Frankly, it’s all shaping up rather nicely.

In order to create a bit of added buzz around the debut of the new Volvo S60, scheduled for next week, the automaker teased images of a performance variant wearing the Polestar emblem. The upcoming sports sedan will be the first Volvo manufactured within the United States. It will also be one of the first models touched by the “Polestar Engineered” performance package, along with the XC60 crossover and V60 wagon.

While Polestar remains its own brand, Volvo plans to continue using the name to denote sporting versions that include some form of electrification. On this batch, that means the only engines receiving special treatment are the T8 Twin-Engine Plug-in Hybrids. The treatment includes upgraded brakes, suspension, and powertrain — resulting in a trim positioned above the R-Design in terms of performance, price, and desirability.