Volvo R
The 'R' concept is nothing new to Volvo. Beginning in 1995 with its
introduction of a bright yellow T-5R wagon, Volvo has used the mark as
an enhancement of driving pleasure.
Volvo projects sales of 2,500 "R" cars for North America - 7,000 worldwide.
The target audience for the vehicles is expected to be male-dominated, by as much as 94 percent in the United States. "The American buyer has a more relaxed attitude, looking for a top-of-the-line car that's fun to drive," Nilsson said in indicating the Volvo 'R' cars are ideal vehicles for the American road, and the American driver.
Volvo "R"
The mission of the new 'R' cars is to reinforce "driving excitement"
as a Volvo virtue. "We have always incorporated leading edge technology
into our 'R' cars," states Nilsson, "with the level of technology
currently available, and with our innovative applications,...we feel
that we can send a very strong message about the Volvo brand." Volvo projects sales of 2,500 "R" cars for North America - 7,000 worldwide.
The target audience for the vehicles is expected to be male-dominated, by as much as 94 percent in the United States. "The American buyer has a more relaxed attitude, looking for a top-of-the-line car that's fun to drive," Nilsson said in indicating the Volvo 'R' cars are ideal vehicles for the American road, and the American driver.
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