My assignment in Gothenburg was in many ways the highlight of my thirty-plus years with Volvo. Representing North America’s interests on the project team tasked with developing the replacements for Volvo’s first-generation S40 and V40 compact sedans and wagons, I had the opportunity to work with engineers and product planners who were adjusting to life in the Ford galaxy (pun intended), as well as the near-total redefinition of the project as our previous joint venture with Mitsubishi was deep-sixed in favor of our new collaborators in Dearborn and Hiroshima.
“Doing a small car is like tailoring a dwarf”, GM’s celebrated Styling chief Bill Mitchell is reported to have said. Adding to this haberdashery challenge, when compared to the existing S40, the new car would be shorter (ostensibly to increase the apparent visual “distance” between it and the mid-size Volvo S60 on the showroom floor), taller, and wider (to provide more passenger room and cargo space). Not exactly a repeat of Harley Earl’s “longer, lower, wider” mantra, but perhaps one better-suited for the compact-class automotive environment of the mid-aughts.
GM’s Bill Mitchell in an uncharacteristically pensive mood, probably contemplating small-car design themes. (Source: www.motortrend.com)
Early in the process, it was necessary to pinpoint a target competitor vehicle – one that would serve as a bogey for the new S40’s continued development – not only in terms of its specific feature content and pricing, but also its positioning in the compact-class market segment. After a long series of sometimes-heated discussions (well, to be honest, never really heated, Swedish culture being what it is), it was agreed that the Volkswagen Bora (Jetta in the U.S.) and Audi A4 sedans were both appropriate competitors. But how to boil this down to a single competitive entry that would be quickly and easily understandable?
We imagined an unholy coupling of the A4 and Jetta as we struggled to define a single target competitor. (Source: www.edmunds.com)
The solution was simple- our target competitor would be the “Audi Bora” – a fictional sedan nameplate positioned somewhere between Volkswagen’s mass-market Jetta and Audi’s well-regarded A4 sedan. After more than a bit of head-scratching and confusion on the part of our design and engineering colleagues, the concept began to take hold and we were able to proceed with the program…
We mapped the existing S40 and its P1 Sedan successor in this size/price comparison chart. The intent was to better separate the new S40 from the (then-upcoming) S60 in size, but also to distance it from the mass-market compact entries.
In early 2000, the design direction for the sedan and companion station wagon had been set, not without a few critical changes from the original, mandated by the use of Ford’s C1 platform. According to designer Fedde Talsma, that reportedly required pushing the A-pillar forward by over an inch, as well as shortening the wheelbase by about three-quarters of an inch, compared to the originally-planned Mitsubishi architecture.
Outside, the new S40 was shorter, wider, and taller. It also offered more front (+0.2″) and rear (+1.7″) legroom than its predecessor. Front headroom was up slightly, too.
The result was a relatively clean, uncluttered design statement. It paid homage to characteristic Volvo styling cues such as the “shoulders” visually supporting the greenhouse (most famously seen on the 140- and 240-series Volvos), the tapering “v-shaped” character lines on the hood and grille (from the P2-based S80 and later S60), and, on the sedan, the six-light greenhouse (from a variety of Volvo sedans).
Old and new S40s. No fair asking which is which. (Sources: www.bringatrailer.com (2000 S40); www.edmunds.com (2011 S40)
A bit more slab-sided than their predecessors due to the search for increased shoulder room (as well as additional safety-related structure), some would say that the biggest design departure for the new S40/V50 was inside, not outside. The instrument panel flowed smoothly down from the base of the windshield, and a wholly new “floating” center stack included climate and audio controls in a vertically-oriented array. (As a side note, the original intent was that the entire dash would “float,” leaving a gap between its forward edge and the base of the windshield. Engineering vetoed this concept, however.)
A side view of the floating center stack. It’s just as well that the small storage bin isn’t fully visible here. ((Source: www.caranddriver.com)
One of the most rewarding parts of my involvement in the P1X project was the opportunity to moderate regular cross-functional meetings which usually included representatives from our “commercial project” team as well as colleagues from design and engineering. At times, these were granular-level updates on specific vehicle systems or components then being evaluated. On other occasions, they became wider-ranging discussions intended to keep everyone informed of potential development-related issues which could negatively affect the entire timing of the project.
Aside from the occasional need to keep the discussions on track and moving forward, I found these meetings to be highly rewarding and stimulating, periodically confirming the complexity of the new-car development process, especially complicated as this one was, with the inevitable compromises necessary when dealing with the requirements of Ford and Mazda, the other two brands involved in the effort.
At length, the new Volvo compact cars progressed through their successive project “gates” which entailed regular, detailed status reports on all aspects of the development project, ending in green, yellow, or occasionally red designations depending on the level of concern expressed in each area. Fortunately, as time went on there were fewer and fewer “red” indications, even though we were still nearly three years away from our intended production start.
Finally, it was necessary to have the typical late-stage discussion regarding the model nomenclature of the new cars. As always, some advocated for retaining the existing S40 and V40 designations, arguing that the (presumed) goodwill and positive reputation generated by the current models would carry over into their replacements, eliminating the added marketing expense required if we needed to acclimate customers to new names.
Others suggested that since these new cars shared few components with their predecessors (especially in North America, where new naturally-aspirated and turbocharged five-cylinder powertrains would replace the old S40’s turbocharged I4s), they should be given new model designations which would make an obvious break from the current models…
Perhaps as an example of the Swedish “lagom” (“just right”) mentality, both sides could eventually claim victory. While the new S40 retained the model designation of its predecessor, the five-door station wagon/estate car version was designated V50, perhaps copying the scheme that would be used for Volvo’s S60 sedan and V70 wagon, where the latter enjoyed a ten-digit higher model number.
Volvo’s compact station wagons, old and new. The V50 is a rare AWD T5 stick-shift version. (Sources: media.volvocars.com (V40); www.bringatrailer.com (V50)
As I prepared to return to the States at the close of 2000, I looked back fondly on my assignment in Gothenburg, which offered me the chance to make a small contribution to the new-car birthing process, as well as providing an insider’s view of the Volvo world, both before and after the brand’s purchase by Ford Motor Company. It was truly the highlight of my Volvo career.
Maybe it not 100 percent belongs here – but somehow it does:
PG Gyllenhammar, Volvo’s long-time legendary and characteristic boss, died on November 21st in Gothenburg.
Pehr Gustaf Gyllenhammar worked for Volvo for more than 20 years, eventually heading the company. He had an enormous influence on the Swedish business world.
However, he began his professional career as a lawyer. He studied at Lund University and graduated in 1959. In the same year he married Christina Engellau, the daughter of Gunnar Engellau, who was CEO of Volvo for many years.
In 1970, PG Gyllenhammar moved to Volvo, where – as already mentioned – he held various management positions until 1993.
Thank you for posting. Gabrielsson and Larsson may have founded Volvo, but PG was surely its soul.
Thank you for your telling about your experiences. Always interesting to learn about what is going on inside the factories when cars get replaced.
Regarding the old S40/V40, I regard these as design highlights. They look good, surefooted, happy in all views, the proportions are perfect. Less so for the S40/V50. These seem too narrow or too high, and as you say a bit too slab sided.
The V70 is another example of a near perfect design.
Absolutely agree about the old S40/v40. It’s hard to make a successor when the first is a knock-out. The same applied to original Audi A4 v the next one, I think.
The S40 for me was infinitely superior to both the Jetta and the A4.
Volvo is without a doubt one of the five best brands in terms of reliability, robustness and safety.
I definitely second safety and even add comfort. Our S70 was a supremely comfortable little sedan, keeping both me (6’3”, 200#) and my then-wife (5’5”, 105#)happy. Unfortunately it was highly unreliable and we finally ditched it after 4 years and 70k miles; it needed new ac components, a complete ABS control system, and transmission work. We took a bath unloading it and fled back to Toyota.
It’s always interesting to know how the sausage was made.
I disagree with Bill Mitchell, it may be harder to style a smaller car but the results are more consistently good. It’s easier to mess up a really big car because the space constraints are almost nonexistent, this is why (for example) the fuselage-inspired Hillman Avenger looks good as a 2-door while the actual fuselage Mopar C-bodies do not.
Hillman vs Polara?… you gotta be kidding. Then there’s always Hillman’s stellar reputation…not.
This was not a car I paid any attention to as a prospective buyer, as it didn’t really fit my needs (wants?) at the time. But for some reason knowing that the first-gen S40 had Mitsubishi roots always stigmatized it for me. Whereas for some reason the shared genealogy with Ford and Mazda didn’t harm the newer version in my eyes. The VW/Audi benchmarking was successful, I guess. And I did have a chance to ride in one briefly, and that center stack was absolutely stunning. Such a contrast with the similar concept used on the 3rd gen Prius. Yuk.
Very interesting to learn the P1X design direction had started early enough to be nearly solidified around Mitsubishi hardpoints considering Ford’s buyout happened just after the dawn of 1999; that said, the final product to these eyes is a nearly timeless and exquisitely delicate work that looks far more modern as we approach 2025 than it actually is. Full disclaimer: there is an ‘05 Mistral Green 2.4i sedan in my household I stare at and appreciate more and more as time passes. The Volvo was picked up for a song due to a sagging headliner that in order to replace from nearly unobtainable factory materials was a thousands (yes, plural) of dollars job. An appointment with a reputable automotive upholstery shop resolved the exorbitant cost to address with a result that is indistinguishable from the original offblack Dala interior textiles. It is a lovely car in astoundingly well-cared for shape, yet to cross the 100k threshold. The owner could not be more happy with it after a disastrous rendezvous with a Subaru Forester XT which I am thankful for, seeing as I found and recommended this one-owner S40 when transmission number two in the ‘Bu was going to shit the bed again. Good riddance. Going on 3 fault-free years in the Volvo now.
I think it would look much better if it had a slighty longer and maybe lower nose like the previous generation.
Really enjoying this series of behind the curtain looks at the development/styling process. Given the constraints of the program, it is a quite successful design.
I just never felt much attraction to these smaller Volvos unlike the classic RWD wagons (big fan of the 740 wagon). Actually, that was the case pretty much with all the FWD Volvos. And there were other cars in the S40’s price class that appealed to me more, like the Acura TSX.
Paul,
At one point in the late 1980s, Volvo of America briefly evaluated the Dutch-built 440/460 series for possible import to the States. On one U.S. test drive, we brought along a first-generation TSX as a compact-sedan benchmark.
As a result, the idea of importing any 400-series Volvos to the U.S. was immediately abandoned.
Paul or Stephen :
Could you install a link to the prior editions of this Volvo narrative for the benefit of future readers.
First hand knowledge which would make a great reference point on the history of Volvo.
We always invite our COAL (or similar) series writers to make a portal for their series when it’s finished.
We owned a first generation V40 and quite enjoyed it, it (perhaps due to its Mitsubishi roots?) had a sort of lithe feel to it, very different from the far larger 740T wagon we had prior. My wife and I both drove it for extended periods and didn’t have any complaints of note.
We’d moved on by the time the new ones were released, while we didn’t ever consider one (the price was higher?) I found the design to be attractive and with more of a kinship to the larger models. They’re still attractive and catch my eye when I see them around and yes the interior floating stack is a marvelous piece of design, always somehow reminding me of that Ikea sort of rocking chair that doesn’t actually have rockers, the one piece thin yet wide frame just bends…
The Poang chair, it’s been around forever, a true classic. Between the 2 places we have 3 of them. It’s even more comfortable to sit in for long periods of reading than an original Eames chair we had once.
That IKEA furniture impression is reinforced in some trims that have “Nordic Light Oak” laminated bent-wood slabs in place of the base-trim black plastic or the sport-trim silver paint shown above:
Yes, early Hyundai had the IKEA-style interiors – you had to assemble it yourself from mystery pieces, though unlike the Swedish concept, this was needed about once a week.
Although I have been a convinced Volvo owner since 1987, I couldn’t and still can’t get anything out of this S40/V50 series. The wagon in particular looks unflatteringly “chubby”.
However, I really liked the first version (V40/S40). In my opinion the most attractive small Volvo up until then and since. I am convinced that these will age comparatively better.
As i posted awhile back, my company car while in Gothenburg was a V40. According to some sources, the V40 was the first Volvo design credited to Peter Horbury, also unfortunately no longer with us.
Like Paul, always preferred the rwd years, particularly the 122/140/240s that we owned, and some later wagons. Volvos ought to be boxy, or at least not too stylish, though not sure how identity that would go over nowadays.
I do like the Gen II S40 much better than the first, but have never liked the exposed hood- front cutline on them, or on other cars like 2000s LeSabres and such, it looks cost-cutting and messes up the lines imo, like those bloody cheap looking fender end caps GM used so often after about 1970.
RAnderson (Andersson)
Oh, yes! That bonnet cut-line thing, I thought it was just me! Awful idea.
This has been a fascinating series, a great insight into some of how new cars come to be. I owned a 2000 Volvo S40. It was a good car (nicely styled and drove very well), but to me not a great car (it seemed lower quality than expected and dealer support wasn’t good). It eventually led to a 2007 Volvo V70, which we still have and which has been one of the best cars we’ve owned.
My mom had a 2007 V50 T5 FWD she bought in 2011 for another 10 years. She loved it and it was her most favorite car ever. When she sold it, it had 246k on it. Her only complaint was she was tired of silver. But it was time for my parents to have a car with less than 200k on it in their fleet. And she got a great deal on a 2017 V60 Cross Country. If my dad didn’t need to have a vehicle that sits a little higher she would’ve loved to have found another V50 T5.
The second S/V 40/50 is perhaps a more timeless design, as it doesn’t look remotely old to me, but I still prefer the very sweet original.
Though not to own. Fine seats, but otherwise very ordinary to drive, and pretty awful to live with. My friend bought it new, had serviced by the book at Volvo, and, over the course of her 120K miles in the thing, she paid the price of the whole car again in repairs, and those were the ones AFTER the ones that happened in warranty. Not an exaggeration.
I guess it WAS the Mitsubishi Carisma underneath, a car famous for being the inverse of its nameplate (and generally for not being much of a good car).