| Volvo’s design of their cars in the past can be | | | | The car is the first outing of the company in the |
| summed up in one word - boxy. The past models of | | | | premium compact car market and this car is going |
| the company known for producing safe cars can be | | | | against tough competition in the class. Its competition |
| easily identified by their boxy appearance. The reason | | | | includes the Audi A3, the Mini Cooper, the Mazda3 and |
| behind the design concept is to ensure the safety of | | | | the Volkswagen GTI. The company is counting on the |
| the car’s occupants, thus both the body and the | | | | car’s stylish exterior design to get a large portion of |
| chassis are made tough to the point that it does not | | | | the market in its class, after all, the safety of the car is |
| command high aesthetic value. But the trend has been | | | | already a given. The manufacturer’s strong selling |
| changing for the past ten years - the company has | | | | point is the car’s performance level enhanced by |
| now been producing cars which bear no resemblance | | | | Volvo performance chips and various high |
| to the boxy designs of the past models. This is done | | | | performance parts. |
| without sacrificing the safety standards of the cars | | | | The car’s design have already received much |
| being produced. | | | | praise from the automotive industry and this can only |
| The evolution in the design of the company’s mass | | | | help the company’s bid for a share in the luxury |
| produced cars is due to its goal of catching the | | | | compact car market. The design has been touted |
| attention of younger buyers which value the good | | | | “some of the best small-car architecture in the |
| looks of a car as much as its interior designing and | | | | world right now” by James Sanfilippo who is the |
| performance level. The company’s top designer, | | | | executive vice-president and senior analyst with AMCI, |
| Simon Lamarre, is continuing the company’s drive | | | | an auto consultant which is based in Michigan. This |
| to produce stylish cars which are aimed at the | | | | shows that the entire decade of the company’s |
| Generation Y consumers which are categorically | | | | efforts to develop a design that will attract the |
| those buyers between 25 and 35 years of age. Mr. | | | | attention of younger buyers was not in vain. The car is |
| Lamarre is the genius behind the company’s | | | | designed to hook up its prospective younger clientele |
| newest addition to the company’s lineup, the | | | | to be loyal to the brand thus increasing the chances of |
| compact sedan Volvo C30. The car was recently | | | | the company’s earning more profits for the |
| unveiled at the Montreal International Auto Show for | | | | oncoming future. |
| which the Ford Motor Company owned brand was | | | | The step made by the company outside its comfort |
| absent for the past couple of years. | | | | zone is aimed to make profit - a feat they have not |
| The Volvo C30 was the star of the company’s | | | | been able to accomplish in the past years. It is hoped |
| show at the auto show. It has been created and | | | | that a new generation of car buyers will be turned on |
| displayed as a two-door hatchback with an exterior | | | | by the stylish designs of the newer models and its |
| design that does not show any “boxiness” in | | | | already impressive safety standards. |
| contrast to the past models of the car manufacturer. | | | | |