FirstDrive/Volvo S80: Volvo has never had a better opportunity to pick up conquest sales in the premium sector with its new S80.
While there is no doubt a search for something different by those who have spent the last few decades behind the wheel of German models, two particular events could provide them with the potential for growth: mixed opinions of the BMW 5-Series design and disgruntled E-Class owners unhappy with the current model's track record for reliability and recalls.
Up to now such buyers have been looking to the Audi A6 and Lexus GS300 as alternative buys. Some have even turned to the SUV market, where Volvo itself has done well with unofficial flagship, the XC90. Volvo now hopes to capture some of the straying eyes with its official flagship vehicle, the S80.
So the potential for growth is there. Does the S80 deliver? Partially, seems to be the answer. The new car represents all we have come to expect from the Swedish brand; a swish new interior and a remarkably comfortable ride. It also features some fine sounding engines that offer plenty of power.
Three petrol units are on offer at launch: a new 3.2-litre 235bhp petrol joins the range-topping 4.4-litre V8 315 bhp unit and the 2.5-litre 200 bhp engine. Sadly there will be no 2-litre petrol engine on offer this time. In diesel terms, there are two versions of the latest 2.4-litre D5 engine putting out either 160bhp or 185bhp.
Engineers at the Swedish firm have clearly spent a great deal of time perfecting both the refinement and acoustics of the engines and all offer impressive performance with plenty of grunt when pushed along. The engine noise on the diesel was particularly impressive, with none of the usual diesel rattle, replaced by a raspish roar one would expect from a large petrol.
Handling can be adjusted via the on-board computer to offer three-levels from light to heavy, but we found even the heavy was not as involving as we would have liked.
As usual, Volvo is keen to play up its advances in safety technology and new features include an optional collision warning system that involves a system of lights reflected on the windscreen - along with an audible warning - when the in-built radar senses you are approaching a car in front too quickly.
Such systems have been prone to false alarms before, but Volvo's seems more advanced than previous ones we have tested, though it is still not fault proof.
If there is a criticism of the new S80, it's in the fact the designers were not brave enough when it came to exterior design. The new S80 just looks too similar to its predecessor.
The current muscular lines for the range were first introduced in 1998 and since then there has been little deviation from theme. While the designers claim the new look is akin to them sending the old version to the gym for more toning, the car is just too similar to the old version to catch enough attention.
During our long test run in Sweden only one motorist seemed to notice we were driving the new version - and he was an S80 owner.
In its defence, Volvo can point to the ultra-conservative tastes of the premium segment, where change is not always a welcome development.
Radical design also hurts residual values on previous models, something Volvo is clearly concerned to protect. However, it is facing competition from some real eyecatchers, not least the Lexus GS and stunning new Chrysler 300C. Very limited engine ranges admittedly stymie both, but when it comes to making an impression they seem far more striking than the new S80.
Three levels of specification are on offer: S, SE and SE Luxury. Standard features include 16" alloys, cruise control and Volvo's array of safety features including stability and traction control (DSTC).
Cars are expected in Irish showrooms from next month and prices start at €51,000 for the 2.5T; €54,070 for the D5; and €80,600 for the V8 in SE specification. All three come in well below their Mercedes and BMW equivalents.
Volvo has a great opportunity to increase its presence in the premium market with the new S80. The formula seems right. The timing could not be better. If only the designers had been a little more daring with its exterior design, Volvo could be soaring high in this market.