THINKING OUTSIDE THE BOX
It might have been ‘hip to be square’ once upon a time, but Matthew Parkinson explains how Doves Volvo in Blackburn are helping to change the face of the iconic Swedish brand. Photography: Robin Lyndon
“Volvos – they’re boxy but they’re good.” In the 1990 film ‘Crazy People’, comedian Dudley Moore poked fun at Volvo, and back then few would disagree that Volvos were ‘safe, not sexy.’ Wandering among the gleaming examples at Doves Volvo in Blackburn today however, it’s obvious that times have changed.
“They’re fantastic!” enthuses Ian Campbell, the Brand Manager at Doves Volvo. “They’re still reliable and safe, but now they’re stylish too.”
He’s not wrong. From slick Scandi-noir dramas to the cosy concept of ‘hygge’, Scandinavian chic is in and Volvo are jumping on the bandwagon. As well as refreshing their range they’ve introduced a whole new car to the line-up.
Volvo’s new XC40 is stunning. Intersecting lines connect the aggressive, tack-sharp front end to the scalloped rear, and since this is a Volvo, form follows function. Volvo have pushed the XC40’s wheels as far into each corner as they possibly could, creating a spacious, airy cabin for passengers and a cavernous boot for their luggage.
From the body-hugging driver’s seat, the XC40 exudes elegance. Monolithic air vents trimmed in gloss black and brushed aluminium flank the central touchscreen display from which you can plan your route, check on the news and weather, and even adjust the car’s surround sound.
Bursting with features, alongside a range of petrol and diesel engines for all budgets, Volvo have bravely put their new XC40 up against stalwarts of the compact SUV market from the likes of Audi, BMW, Jaguar and Land Rover.
Despite stiff competition, the XC40 scooped both WhatCar? Car of the Year and the European Car of the Year awards by a handsome margin.
It seems the public have fallen for the XC40 too. “We held a launch party in February and we got plenty of orders there and then,” explains Ian. “The launch edition sold out, so the order books were reopened, and we sold out again.”
It’s easy to see why. Volvo’s XC40 is more than a pretty face. It’s a Volvo. The name alone carries the rich history of a company that cared enough about its buyers to introduce the three-point safety belt a whole 24 years before it was required by law. With later developments such as curtain airbags, side impact protection, and blind spot detection, it’s always been easy to buy a Volvo that’s safe. Thanks to the new range at Doves Volvo, it’s now possible to buy one that’s sexy, too.
Doves Volvo
Pendle Street
Copy Nook
Blackburn BB1 1NG
01254 897162
