By late 1979, I had been a full-time permanent employee of Volvo of America Corporation for nearly two years, a welcome change from my earlier status as a “permanent temporary” hire. I had also moved into the Product Planning & Development group’s Technical Analysis subsection, where I had the chance to sink my teeth into more complex and rewarding projects.
Dealing with my father’s last hospitalization for COPD and emphysema, as well as some other personal challenges at the time, I was grateful to have the opportunity to focus on some detailed elements of a larger project – the Volvo Concept Car (VCC).
The Volvo Concept Car was Gothenburg’s first “idea car” of the 1980s. Debuting during the first quarter of 1980, it was seen as “an efficient means of evaluating peoples’ reactions to our ideas,” according to our department’s former chief, who by then had moved back to Volvo Car Corporation in Gothenburg, Sweden, having accepted the position of global product planning manager.
Our former department chief (at left) next to the VCC.
Lest you think that Volvo had abandoned its core values in favor of starry-eyed showmanship, however, he was quick to add that “More or less fantastic creations, referred to as cars, are frequently exhibited on motor-show stands around the world. What we are doing is to show in tangible form that the car designer must keep his feet on the ground – thereby to satisfy the requirements which the customers and authorities make on us, using the possibilities which our capabilities and resources provide.”
The VCC’s rear three-quarter view, captured during winter 1980 in Gothenburg.
Volvo enthusiasts will be quick to recognize that the VCC bears a strong resemblance to the 700-series (760/740) which made its North American debut (in sedan form) for the 1983 model year. The VCC’s unibody, chassis, and basic structure accurately forecast the upcoming 700-series. Its passenger compartment was virtually identical to that of the production car, though details such as its shortened rear overhang and flat (non-“coffin nose”) hood didn’t make production.
Though the VCC and the production 700-series station wagon shared a 2770 mm (109.1”) wheelbase, the concept car’s 4350 mm overall length (171.3”) was 435 mm (17.1”) shorter than the production version’s 4785 mm (188.4”) measure. The increased overall length can be attributed to the need to fit an optional rearward-facing third seat in the production car, which was not a consideration in the VCC. Around the company, the concept car was typically referred to as the “cutback” for obvious reasons. At the time, I kept trying to visualize the VCC as a two-door, a much “squarer” take on the 1800ES, if you will.
The VCC on top, a later 760 wagon (with requisite Swedish tennis players nearby) on the bottom.
But I digress. As part of the project, we were asked to participate in the development of a new instrument cluster concept. Given the tenor of the times, it was decided that a CRT display might be used as the basis for a configurable instrument cluster. This system could not only display detailed versions of the typical speed, odometer, fuel and coolant level readouts (shown both graphically and numerically), but also inform the driver of the status of safety-related items such as tire pressure, brake pad wear, bulb failure, and seat belt usage.
Eventually, a pair of CRTs was deemed necessary to provide the required information in an easily readable format. The second screen was normally configured to show a tachometer display, as well as oil pressure and voltage readouts, as well as graphical and numerical instant/average fuel economy displays.
Dual CRTs replaced the traditional instrument cluster in the VCC. They never made it into production, however.
The detailed design of the various displays and readouts became my responsibility. Since programs such as AUTOCAD had not yet been released, several weeks were spent hunched over the drawing board, literally designing each display by hand, pixel by pixel. Sweden provided us with a “package drawing” of the available instrument-cluster space, and with the able assistance of a local electronics fabrication firm, a pair of CRTs of the appropriate size (110 x 260 mm, or about 4.3” by 10.2”) were obtained.
The driver would normally see these gauges on the side-by-side CRTs. A lot of thought went into the display logic.
Fortunately, the same supplier undertook the herculean job of programming the desired graphics, trouble-shooting the many existing and newly-required system sensors and interfacing the entire array with the VCC’s electrical system. I wasn’t on-site in Sweden when the twin CRTs finally blinked to life and started relaying real-time, on-the-road information, but I was told that all functioned flawlessly.
The right-hand CRT display would show the status of various systems during the vehicle start-up process.
Although in early 1980, we weren’t the first automaker to debut a CRT-based instrument cluster (the “Series 3” Aston Martin Lagonda of 1976 apparently holds that distinction), I’m pleased that just as the VCC itself previewed the design theme of Volvo station wagons yet to come, some of the VCC’s then-new info readouts and graphics might have been a source of inspiration for later Volvo interior designers and engineers.
The first known digital dash on the mid-1970s Aston Martin Lagonda. Reportedly, its development nearly bankrupted the company. (Source: https://opposite-lock.com)
In fact, Volvo’s recent ReCharge Concept (2021) may be an indication that some aspects of the nearly 45-year-old VCC- and its innovative dash- may one day come to life in a new, modern form.
Gothenburg’s 2021 ReCharge Concept may hint at future EV station wagons. A 21st century “cutback”?
Exterior design appears reminiscent of the earlier FWD X-Car-based Chevrolet Nomad II, from 1979. Particularly, aft of the base of the A-pillar. Similar proportions as well, as the GM design appears taller, and more van-like.
I think some people at GM board might regret to not giving the green light once they see Chrysler’s “Magic wagons” taking the market with a bang.
That popped into my head too. Quite similar except for the height.
What I saw at first glance was the captive import Dodge Colt Vista.
I like the short rear overhang. Do you have any sketches of the 2 door “squarer 1800ES” concept? It sounds very appealing. As for the displays, do you recall if they were they TV style CRT (cathode ray tube) or storage tube displays that held the image longer without refresh?
dman,
I wish I had kept my idea sketches. Unfortunately, they were lost to history decades ago. Can’t provide specific details on the CRTs either, but given the expertise of our electronics supplier, I would guess they were of the storage tube type.
I’m a bit perplexed by this. The short rear overhang looks good, but this certainly wasn’t going to work as an actual replacement for the 240/260 series, with their spacious wagons. Was this a concept for a short version to complement the longer version, although your narrative suggests that this was the original idea for the coming 700 series, and then it was lengthened. That is surprising.
Paul,
The VCC was Volvo’s intent to give folks a preview of the general design direction of the 700-series, which was originally intended for introduction in 1981, so a production 700 sedan would have followed the VCC by only eighteen months or so.
The short-overhang concept was a way to disguise the real wagon. It was never intended for production.
It’s curious to me that despite having created apparently functional digital gauges and displays, Volvo persisted for another 40 years at least with analog gauges and the normal (for most cars) fairly inscrutable “idiot lights”. So basically, they did all of that work for the VCC’s instrumentation and then shelved it? Personally, I prefer analog gauges (or nowadays, digital gauges that have analog-like displays), but I wonder what the corporate rationale was for not going with some version of the displays you discuss. If not for the 1980s-era 700 series, then maybe for the 1990s 850 or later V series? (I just drove a 2001 V70 wagon for a potential buyer last week and encountered a stunning array of triggered small idiot lights…which resulted in a “no-buy” recommendation from me)
On a more basic note, do you have any idea what became of the VCC prototype? Is it in some museum in Sweden? Or was it destroyed?
“On a more basic note, do you have any idea what became of the VCC prototype? Is it in some museum in Sweden? Or was it destroyed?”
The VCC was exposed for years in Volvo’s – now closed down – museum in Arendal (image by Sekiz Silindir). It is still part of the collection.
Thanks! Midsommar.
Regarding your latter day P1800ES thought, the Volvo 480 seems like its nearest descendant despite its Dutch FWD platform. My cousin really wanted one in the 80s to replace his Scirocco but we didn’t get Dutch Volvos until the S40/40.
I definitely think the flat hood and angled grille are an improvement on the early production model’s neoclassic Brougham face.
The short rear overhang was probably too Gremlinesque to appeal to an early ’80s “upscale” customer but resembles just about every modern CUV.
That’s some great insight into Volvo. I always love hearing stories from behind the scenes, and I suppose especially about the things that were worked on but never saw the light of day. Having been born in the 80s and being somewhat familiar with the old days of computerization, I can appreciate the work somebody did making that MFD work in the late 70s. But I’m kind of glad it didn’t make it to production. Those 80s CRT gauges look so cheesy and dated these days. They can be cool in an 80’s period piece car, but probably only to someone who has nostalgia for those days. I don’t think anyone would drive one regularly and prefer it over traditional instruments.
Furthermore, I don’t think the situation has gotten any better with more modern electronics and more versatile displays. I can live with a side display and a full speedo and tach needle, although I seldom find any display interesting except when I’m really bored and pull up the transmission fluid temp or something. And I hate the fully digital dashes with a passion. I’ll take the cheesiest traditional gauges over those, and they look awful on any car compared to a well laid-out and complete set of gauges.
That’s one thing Mercedes just nailed in the 70s, and stuck with longer than most. Sadly, they too have succumbed to the hypnotizing glare of a screen instead of needles and numbers. I just made the mistake of looking at the new C class. You don’t have to go far before you find “More digital than ever!” And sure enough, there’s what looks like an ipad where the instrument cluster should be, and a massive touchscreen on the console. It’s a car built for people glued to their phones, not auto enthusiasts. Contrast that with a classic Mercedes instrument cluster (this one from my 560SEL). Simple, informative at a glance, and bursting with that German look of quality that hardly registers consciously, but makes some luxury brands look positively cheap or garish by comparison. Similarly, the interior lighting has a perfect amber glow: I’ve done dozens of long (occasionally all-night) drives in older Mercedes, and I swear the color temperature is more comforting and easier on the eyes than anything new I’ve driven.
Lest I get too far away from the topic at hand, I’ll mention that my Dad had a 760 when I started driving, and I can’t picture the dash, but I remember it being much closer to Mercedes’ understated design than some of the other 80s cheese to be found in luxury brands. Very cool to read about the genesis of that Volvo, and like I said, the digital display is cool in its own way. I’m just glad it stayed on the shelf, and I wish the concept had been buried once and for all in the 90s when everyone collectively said “well that was dumb,” and the idea of digital dashes was banished… sadly, not for good.
Here’s a night picture of the console to go along with that. Some of the buttons and switches came out looking uneven for some reason, but it’s not like that in person.