Steve Mattin, Volvo’s senior vice president and design director, unveiled the new XC70 at the 2007 New York Auto Show on Wednesday. First launched in 1996, the XC70 introduced the cross-country concept, and this latest generation of the XC70 maintains its tough and capable attitude while adding a dimension of luxury into the mix. He compared it to the XC60 concept car unveiled at the Detroit Auto Show in January, calling both cars “a partner for urban life” that can also get you to your destination.
Mattin also announced that the XC30—a car he described as “a car of free will” because of the many options and accessories available—would start at $22,700. The XC line will soon be expanded with the new XC60. The three models in the XC series are intended to attract the car buyer who wants a functional, versatile, rugged car…but also a little but of luxury.
Describing the XC70 as a “winning, capable” car, Anne Belec, president of Volvo Cars North America, announced that the Volvo S80 was named Automundo’s 2007 Car of the Year.
With the the very fist Volvo sedan—the 1927 PV4 “Jakob”—occupying a stand as part of Volvo’s 80th anniversary, Mattin and Belec talked about Volvo’s heritage, with “safety being foremost in our DNA.” In the background a reel of Volvo ads from decades past played —showing progressively sleeker Volvos being crash-tested, driving through enormous snow banks, and hauling Scandinavian children—Volvo’s 80th anniversary celebration got underway.
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