- Volvo told Inside Line on Thursday that it will discontinue the S40 sedan and V50 wagon for the 2012 model year in the U.S. because "Americans haven't learned to love small cars."
- Volvo said that the C30 and the C70 will continue to be offered in the U.S.
- Volvo sold just 434 V50s wagons in the U.S. through May and 2,146 S40s in the same period.
ROCKLEIGH, N.J. — Volvo told Inside Line on Thursday that it will discontinue the S40 sedan and V50 wagon for the 2012 model year in the U.S. because "Americans haven't learned to love small cars."
Volvo sold just 434 V50s wagons in the U.S. through May and 2,146 S40s in the same period. The S40 and the V50 compacts have suffered double-digit declines in year-over-year sales, which are down 29.5 percent for the S40 and 59.1 percent for the V50, according to Volvo Cars of North America.
"There is no justification for keeping a car with that low a volume," said Dan Johnston, Volvo Cars of North America spokesman, in a phone conversation with Inside Line. "Americans haven't learned to love small cars."
Inside Line earlier had reported that the V50 was bound for oblivion in the U.S.
Johnston confirmed that the Volvo C30 and C70 will continue to be offered in the U.S.
Volvo discontinued the V70 wagon in 2011 in the wake of slumping sales.
"We are focusing on the S60, S80, XC60, XC70 and XC90 in the U.S.," said Johnston in describing Volvo's evolving strategy in the U.S. market.
Inside Line says: High gas prices haven't been enough of an incentive for U.S. buyers to embrace smaller Volvos.
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mikelaughs says:
11:59 AM, 11/12/2011
This is unfortunate, this car is incredibly fun to drive and if you don't like the styling of the ?05 - 2011 S40, that's just a matter of taste. The fact that there won't be many on the road here in the U.S. Just ensures my 2011 will continue to turn heads instead of just being one of millions. That said, the new S60 styling is just stunning, if you haven't seen one check out the showroom at Volvo of Dallas...amazing! Maybe Volvo just gets me, maybe I'm part vampire (twighlight) but this is a very underrated brand here.
mylittles40 says:
02:36 PM, 09/25/2011
That is ashame they discontinued the S40 in the US. I hope this is not permanent. They are fun cars to drive and maneuver through traffic effortlessly.
lions208487 says:
10:54 AM, 06/19/2011
The s40 just needed the update that the S60 and C30 received, then it would have made sense. It starts under 30K and with the T5 engine, it's a nice ride.
The US market loves small cars, just not intro luxary ones. The C30 is a nice ride, and looks great with the R package.
@05forenza- I work in Woodland Hills, CA and the new S60 has dotted the San Fernando valley faster then the 328i, so it must appeal to more then just a few.
I only had a chance to drive the S60 T5 and it was smooth and quick off the line, and was very comfortable cruzing at fwy speeds. At less than a 3 series and even the G37 and with a 5 yr maintenance package that even covers windshield wipers, it is definitely a good buy.
I prefer the G sedan and CTS, but I would be happy with an S60 T6. You probably already hate the Regal GS before it hits the US market too.
05forenza says:
11:58 PM, 06/18/2011
I've loved the Volvo V70 since it came it, especially the V70R. Finally was able to buy one and found it had been discontinued about 2 months earlier. Needless to say I was mad. About a month later I thought, "oh yea, the V50 is a nice wagon". Discontinued too. I hate the Volvo SUV's and the C30/C70 isn't practical. The S60 is a radical flop from the rearend and the S80 is massively old fogey.
Oh well, on to a new carmaker.
jscion says:
02:29 PM, 06/17/2011
Volvo should look towards the past when their products sold well and build on that. How many 240's sold?!?! A retro styled 240 at the right price would probably sell great!
qdp says:
11:43 AM, 06/17/2011
@ cz_75
As a matter of fact, either sale sticker,CR or safety tests can't tell consumers everything.
Take Volvo for example, Volvo and many other cars may all earn 5 star frontal test marks at 40mph, but Volvo may set internal safety bar of frontal test at 50mph or more. Thus when a car at 50mph hit an object, the 10mph extra buffer may make hugh difference because 10mph over a car's 40mph safety threshold may lead to disproportionally serve damage. Plus, with a autobrake, which is supposed to reduce around 20mph when colliding, the total extra safety buffer of a Volvo may be 30mph above 40mph gov't test standard. And so on. But all those sorts of safety devices add alot of weight to a vehicle and cost more to build
In real life, some consumers can't see or even don't appreciate that the effect and value of those extra safety buffers, and instead perceive that this type of vehicles is heavy, less fuel efficient, and unreasonably more expensive. In fact, without exception, every automakers position their brands by taking a trade-off approach to cater certain groups of consumers. The way we choose a car is based on our financial position, life-style, valuation or concern of safety, our past expericence, etc.
cz_75 says:
08:38 PM, 06/16/2011
Tell me again, what makes Volvos special?
It can't be the safety, since Subaru gets top marks on the low end of things and Audi and M-B have always offered safety at least as good as Volvo (and Saab) at the upper-middle (where Volvo plays) to upper end of the market.
It can't be performance, since, for years, Volvos didn't have any and when they did, it was never superlative for their class.
It can't be reliability, since Volvo has been below average for a good long time and even the older 240s, like the 240 GL wagon my mother owned, always seemed to have little issues crop up (like perpetually warpped rotors, a/c failure, power window motors, etc.) and you see more junky old Hondas and Toyotas on the road. Hers did have a really good radio, however.
It can't be styling, unless having none or being ugly, like Subarus, became a badge of distinction. There are some exceptions, but most are recent.
I just don't "get" the marque and this development is no loss to me since I can't figure out why they sell any at all in the US.
isend2c says:
08:25 PM, 06/16/2011
Hey autoplaybook, The 2011 / 2012 S60 is a LOT bigger than the 2001-2010 version... I dunno if you've ever sat in the back, But I'm 6'4" and I have. It's similar to the difference between pluto and the Earth. The rest of your points I agree with however.
lvmopt1 says:
07:53 PM, 06/16/2011
I still drive my 240 because a real person can sit in the back seat. The S40 and V40 and the S60 have horrible rear leg room. Until Volvo makes a car someone can sit in, I will not purchase another S60 like I bought.
smallfield says:
07:28 PM, 06/16/2011
"These Volvos are in serious need of update that is why they are not selling. The S60 is a great looking car and sounds like a great vehicle overall, the S40 needs a overhaul to catch up with the competition."
" Who wants to buy pretty much the same 2005 vehicle in 2011 (and esp. in 2012)? "
Looks like their PR people were trying to avoid this. They can't say we canned the S40 because we hadn't redesigned it in almost a decade.
Small cars sell fine. They just need to be competitive. The S40 was barely competitive when it came out. Now all the rivals have had at least one refresh.
But I won't miss the S40 and didn't intend to buy one. so...