This is how they roll.
You may know a lot about the world-renowned Volvo luxury cars, but did you know that “Volvo” as a brand name was derived from the Latin word volvo, which means “I roll?” That’s because Volvo started out as a ball bearing company when it was founded 95 years ago in Gothenburg, Sweden.
And now, Volvo is set to mark another milestone—this time as it approaches its 30th anniversary in the Philippines in two years’ time.
In the meantime, as we wait for that momentous milestone to arrive, we take stock of how far this iconic carmaker has gone in delivering its celebrated qualities of safety, performance, reliability, luxury, and comfort to the most discerning Filipino customers.
Filipinos had a first taste of Swedish luxury motoring when Scandinavian Motors Corporation, the official Philippine importer and distributor of Volvo automobiles, opened its first showroom, Viking Cars Inc., along 2272 Chino Roces Extension Avenue in Makati City on November of 1994. The first Volvo model offered locally was the now-collectible 850, which was available as a sedan and as a wagon.
“My most memorable Volvo model is the 850—our very first model here. At that time, it was touted as the “dynamic car with four world-beating breakthroughs” because it sported four new features that combined excellent driving dynamics and ride comfort. It was also the world’s first car that offered an integrated Side-Impact Protection System (SIPS),” disclosed Atty. Alberto Arcilla, Volvo Philippines CEO.
The 850 was soon accompanied by the 960, the flagship Volvo model at the time. But it was two years later when the brand underwent a metamorphosis in its vehicle nomenclature. Gone was the purely numerical model names that have identified the cars from Gothenburg since the 70s. In its place was an alphanumeric naming system that more easily identified the growing number of models: sedans had an “S” prefix while coupes had a “C.” Wagons, on the other hand, were prefixed with a “V.” The burgeoning crossover/SUV segment gave birth to what are now Volvo’s bestselling models, the XC series.
So the 850 became the S70/V70, which were joined by the smaller S40/V40 in the late 90s/early 2000s. 2001 was a significant year for Volvo in the Philippines as it saw the debut of two completely all-new Volvo sedans, the midsize S60 and the flagship S80.
Just as important was the year 2002, which saw the local debut of the first XC model, the XC70. It would later be joined three years later by a new flagship SUV that would solidify Volvo’s standing in the lurge luxury SUV race, the stunning XC90.
Two years later, in 2007, Volvo wowed Filipino luxury car connoiseurs by unveiling a succession of spectacular and unique models like the C70, which boasted a folding steel roof that transformed the coupe into a convertible, the S80 V8, which was a veritable Swedish muscle car, and the C30 Hatchback, which famously became a Hollywood celebrity after being driven by the lead character in the blockbuster movie, Twilight.
“My personal favorite is the Volvo C30. It was such an iconic Volvo with its striking silhouettes and vibrant personality. I remember that we kept postponing the official launch of the car because we sold out batch after batch of that nimble pocket rocket. It was youthful and spirited and called to both the young and young-at-heart. It holds the distinction of being the first and only premium European vehicle to bag the Car of the Year Award in the Philippines,” shared Arcilla.
From a purveyor of boxy, sensible cars in the 90s, Volvo transformed into a brand celebrated as much for its sexiness and style as much as for its safety and longevity. And Filipinos gravitated towards it.
“Volvo has always been about people. We think about what you want before we build our cars or conduct our operations. Everything revolves around our customer. There is a Swedish word – omtanke – that means “caring” and “consideration.” Omtanke is at the heart of everything we do at Volvo. I believe that people, not just Filipinos, gravitate to this sphere of genuine care,” said Arcilla.
“People want to be in a space where they feel comfortable and safe. Our mission to make life better, easier, and safer for everyone stems from this thoughtful consideration for people and the world around us,” he added.
The year 2009 saw the introduction of yet another significant new Volvo model, the XC60. This midsize SUV would be destined to redefine the face of Volvo and become Volvo’s bestselling model, not just in the Philippines, but worldwide.
The following decade would see second- and third-generation iterations of the previously launched models, with the addition of a wagon version of the S60 sedan, the V60, in 2011. One of the more significant introductions would be the unveiling of a new flagship sedan, the magnificent S90, in 2015. It would be followed by its wagon sibling, the V90, in 2017. This era would also herald the appearance of a design element that delves beautifully in the brand’s Nordic heritage—the characterful Thor’s Hammer as LED daytime running lights.
At about the same time, Volvo entered the fast-growing segment of compact luxury SUVs in the form of the all-new XC40, enabling legions of small SUV buyers to enjoy the benefits of Scandinavian luxury, safety and performance.
More recently, in 2019, Volvo brought in its line of advanced Plug-in Hybrid Electric Vehicles (PHEVs) and, just this year at the Manila International Auto Show, its illustrious range of Boost Hybrid models.
So what’s in store for Volvo in the Philippines?
“The next era of Volvo will be electrifying. We are one of the fastest-growing premium brands with a clear focus on full electrification. As the first premium car company to launch a plug-in hybrid model in the country, we remain steadfast in building our momentum until at least 50 percent of our sales is pure electric by 2025,” revealed Arcilla.
“The market can expect to see the launch of several new models, such as the C40 and XC40 Recharge and the fully electric flagship SUV – the Volvo EX90. Our network expansion will also mean that more people will be able to enjoy these modern Volvos,” Arcilla added.
Indeed, Volvo Philippines is at the cusp of achieving ever-greater heights as it approaches its milestone 30th year in the Philippines. With a widest-ever array of models including a formidable line of hybrids coupled with a fast-growing dealership network, this Swedish brand is set to make its own distinct iron mark firmly on the Philippine market.
“We will never attempt to be everything to everyone. Volvo is a brand with distinct values that are in tune with societal trends. It resonates with people who believe in our ethos. These are individuals or groups who appreciate the freedom to move in a personal, sustainable, and safe way,” Arcilla declared proudly.
“Every Volvo car has form, function, and technical innovation in perfect harmony. Our products and services are created to delight and satisfy the needs and wants of a market that cares about the world and the people around them. The unique qualities in a Volvo car’s DNA – modern Scandinavian design, class-leading technology, thoughtful and intuitive infotainment comforts, and legendary safety—draw people to make the intelligent choice of driving a Volvo,” he concluded.
