Concept of the Week

Volvo S60 Concept: Repackaging Safety as Sexy

Volvo S60 Concept

By Stuart Schwartzapfel

Ford's (F) Volvo brand is showing this concept version of the 2010 S60 at the 2009 North American International Auto Show in Detroit. The S60 is the struggling Swedish automaker's bread-and-butter midsize sedan; this concept previews the next generation of the car, which will arrive in showrooms next year. The concept sports dramatic design changes from the conservative first-generation S60, which the company has sold since 2000. A low roof line, steep windshield, and lack of a B-pillar give the sedan a streamlined shape. And much like the current larger S80 production sedan, the S60 concept's interior uses light shades of leather and blonde wood to create a warm, airy feel in the cabin. Volvo installed a new, direct-injection 1.6-liter gasoline engine under the concept's sculpted hood.

he Verdict: Volvo's future looks good.

Stuart Schwartzapfel is a regular contributor to BusinessWeek.com. He has studied the automotive marketplace and works as an advertising and marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.

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