Fifty years of versatility
Volvo celebrates a wagon milestone

Fifty years ago last month, Volvo's first wagon rolled off the assembly line in Gothenburg, Sweden. Many of the company's wagons produced since that time have found their way to North American homes.

To mark the occasion, a special Golden Anniversary rally was held a few days ago in San Francisco, culminating with a caravan of vintage Volvos crossing the landmark Golden Gate Bridge. The vintage fleet included two Volvo Duetts, the model that started it all back in 1953 and helped create the long-lasting image that Volvo wagons have established worldwide.

Long before the advent of the SUV and many years preceding the minivan, there was the station wagon. With its deep-seated roots in utility, the wagon evolved into essential transport for versatility, recreation and family fun. Along the way Volvo has become an integral part of the ride, and in many cases in the driver's seat, during 50 years of change.

"Even in Volvo's most advanced and stylistic models, the company remains true to its core beliefs," says Vic Doolan, president and CEO, Volvo Cars of North America. "Both the V70 wagon, and its go-anywhere cousin, the XC70 all-wheel drive variant, offer car buyers exactly what our colleagues hoped to bring to the world market half-a-century ago."

Volvo's first wagon, a humble beginning indeed, resulted from an excess inventory of chassis for the company's popular PV444 sedan.

In 1953, with 1,500 chassis units remaining after production plans of the PV444 were finalized, management decided to utilize them as the basis for a wagon design and Volvo's concept of versatility was born: the Duett.

The Duett got its name for its 'dual purpose' role as a flexible, fast yet durable van during working hours and a spacious, stylish, comfortable passenger car during leisure time. The Duett would be the platform from which all successive Volvo wagons would evolve. No other manufacturer can look back on such experience in the building of practical influence like the Swedish marque. And no other automobile company has received so many honours for its standards in versatility.

A modern station wagon is a versatile vehicle, offering load space, flexibility, comfort, driving fun and certainly an attractive design. Over the past 50 years, Volvo has built on these bedrock values to develop its own unique character that separates the brand from its industry competitors.

Volvo's approach has been that the tire 'footprint' should help define how usable the interior space is. In part, Volvo's tall, boxy sides delineate an interior that is maximized for storage capability and versatility.

Safety, value and care for the environment are core characteristics that have been intrinsically woven into everything that Volvo does. From the first PV445 Duett with 44 horsepower to the hi-tech 300 hp of the 2004 V70 R, it has proven its commitment to maintaining the 'soul of the brand.'

A glance back at its "50 years of versatility" reveals a continuum of innovations, utility and safety. For example:

" Volvo's consultation with doctors in the field of back pain led the way to the development of the most technologically 'orthopedically designed' seats in the industry - found in the 1962 to '69 P122 wagon or 'Amazon' model.

" The 1967 to '74 Volvo 145 was its first 5-door wagon with a rear section that included a one-piece vertical tailgate. The design literally opened vast horizons in terms of cargo space and was the basic characteristic for all future Volvo wagons.

" The Volvo 245 was produced for 19 years, from 1974 to 1993, and quickly elevated into the realm of cult car status. European men rated it as high as being able to spend an evening with a beautiful actress on their 'wish lists.' In America, the 240 series was used in testing by the federal government to establish future DOT/NHTSA safety standards.

From 1985 to '92, the 700 series wagon put more of a focus on contemporary lifestyle and leisure.

The 740 Turbo wagon was the only one on the market that could reach zero to 100 km/h in the mid-seven seconds range, with top speed of about 195 km/h. It could also turn around in 10.4 metres (34 feet), tow 1500 kg and swallow 2121 litres of cargo - while offering luxury car comfort at the same time.

With the production of the 850 wagon from 1993 to '96, Volvo proved once again that there's no contradiction between family wagon versatility and true driving pleasure. The 850 wagon went down in racing history by being the first wagon ever and Volvo's first car entry in the prestigious British Touring Car Championship. It was also the first car in the world to offer side-impact airbags.

With the introduction of the 1995 Volvo V40, it was the first to carry the designation of 'V' for versatility. Slightly smaller than any Volvo wagon before it, the V40 is just as much fun to drive, just as comfortable and versatile and is perhaps the safest car in its market segment.

Despite all the advancements and accolades received by the 850, there were more than 1,800 changes in the evolution to the model's successor - the V70 in 1996. It fulfills high environmental goals, equipped with a 'Prem-Air' catalytic system that eradicates ozone near the ground level. Currently available in an R version, its 300 horsepower, 295 lb-ft of torque, 3-position adjustable suspension and all-wheel drive make this Volvo's most significant performance vehicle to date.

Back in 1953, the PV445 Duett delivered safety-conscious comfort and performance, suited to the world ... at that time. Today's Volvo wagons uphold that heritage of commitment to social, transportation and economic values - notably quicker and a bit more stylishly than in 1953.