A refresh look at the Volvo S60 has been a reminder of how, in this market anyway, a prestige level brand does its thing even if it doesn't always get the market appreciation, writes Brian Byrne.
Volvos have never been 'ordinary' cars. They always had cachets. As promoters of safety when it was neither popular or profitable. As 'tanks' of cars when style elsewhere was going for whatever was sexy for the time.
But now Volvos have become significant as serious quality in build, finish, and technology. Maybe not enough buyers were paying attention. Eventually requiring the long-proud Swedish carmaker to sell out to Chinese ownership.
That, so far, hasn't resulted in any diminution in brand quality. In fact, whenever I talk with Volvo people, the vibe is very positive, that the ethos is being funded rather than being exploited with rapacious intent. The successful introduction of the current V40 series suggests a car company that knows exactly where it should be going.
So I'm back to the S60, the latest of which has been around for a while. Once again with the engine that we never expected would be suitable for the car, but seriously was. A 1.6 diesel in a medium executive that just does the business it should do.
Style? Hmm, Volvo. Modern Volvo. Its own shape, distinctive. Maybe not as roomy as some competitors, but there's no shortage of space behind me for someone as big as me?
Finish quality inside is right on the button for the best of any premium brand in the business. In fact, Volvo has for a long time been ahead of the posse in this respect, in my opinion.
Look, there could be crits on the details. The instrumentation on the review car didn't give the options available on some V40s we have driven recently. But the simplicity isn't a real negative. Just part of what were the basics I have grown up with, and which I appreciate all the more today when informational distraction has become the norm.
The drive is smoothly excellent. OK, the D2 diesel won't give the S60 tire-melt performance, but that was never going to be the plan. It's enough for what the buyer of that particular version will want. I just found it to be a seriously comfortable version of the model for my ordinary needs.
In Ireland there are traditional prestige brands. BMW. Mercedes-Benz. More lately Audi. And then the undersung Volvo. Undersung doesn't make a brand lesser. Just less appreciated.
If you're in the medium executive ownership buyer place, I don't think you should discount Volvo. Because that carmaker has never discounted itself. From €33,595.