Volvo’s new ad campaign for the S60 features a comparison with the classic 240 as shown in the clips below.
I like the ad, but the S60 just doesn’t compare to the 240. The 240 is a classic because it’s a simple, stoic sedan. The S60 is a sexy-looking computer on wheels. The two cars are on opposite sides of the spectrum which appeals to two different types of people. The ones that are attracted to the 240 aren’t going to be cross shopping with the S60 and vice versa because there are different ideals with the two demographics. The 240 has an audience that values modestly-priced solid transportation while the S60 has an audience that values safety at any cost. The S60 isn’t a terrible car, but I find that Volvo has priced themselves out of the market they should be aiming for. The 240 must be the best car Volvo ever built if they’re using it as the benchmark to compare their latest offerings. Volvo needs to bring to market a car that has the same philosophy the 240 had: modestly priced, solidly built, and angular aesthetics. They don’t need to bring back the 240 as it has never left in the first place.