Volvo's new C30 should help to broaden the carmaker's potential buyer base, writes Michael McAleer, Motoring Editor
A four-seater hatchback from a family car brand like Volvo seems a strange move to modern buyers of the Swedish brand. Word association would usually link Volvo to golden Labradors, green wellies and family estate cars.
The arrival of the new C30 has led to many articles critiquing the new car for its lack of family flexibility. Where, they ask, are we meant to attach the tow hitch? Among some it has caused the same level of consternation as Enda Kenny's new haircut.
Yet for all that, the new C30 makes eminent business sense. Why pigeon-hole the company? After all, Volvo has bypassed the family before. I1986 it introduced the 480, a sharp-nosed hatchback in exactly the same four-seater format. What it needs to do is attract buyers to the brand even before they discover the glories of the school run.
This car is aimed at introducing young single drivers or childless couples to the strengths of the premium Scandinavian brand. It makes perfect business sense. Until now young motorists with growing financial muscle tended towards the likes of the VW Golf. From there they continued up the chain of models in the German brand or, if their careers became more stellar, moved to its sister brand Audi. Provided the Germans got the product quality right, the end result was lifelong loyalty to the group and regular purchases every three to four years.
There's nothing new in seeking out earlier conversions to premium brands.
Audi aims to do the same with its A3, Mercedes has the A-Class and BMW has the 1-Series. The latter two have failed to sparkle to the levels hoped for but the business principles behind the models seem sound. So enter the C30, Volvo's entry-level model and the car it hopes will bring young buyers to stake their motoring lives to the brand.
Since the Swedes were bought out by Ford back in 1999, the Americans have pushed for engineering synergies between models across its vast range of brands. The result has been a system of platform and parts sharing, leading to the development of this C30 and the recent S40 and C70 on the current Ford platform that also features in the Ford Focus and Mazda's 3 and 5 models.
Smart marketing has created the impression that the likes of the S40 and C70 are strong premium models able to rival entry-level saloons and coupés from the German brands. Yet both seem too cramped inside for the markets they are aimed at. Owners of the previous C70 coupé have difficulty coming to terms with the fact that the new car is something of a step down in size, while S40 owners may believe themselves in the same league as the Audi A4, but get any adult to sit in the back seat and they soon realise they are really in a saloon version of an Audi A3.
With the C30, however, Volvo has a hatchback that's eminently suited to the platform it sits on. A family of four is going to find it a strain, but they shouldn't be looking at the C30 in the first place. That's like complaining that there's not enough children's entertainment at a nightclub.
The back seats here, as with most premium hatchbacks, are somewhere to throw shopping bags when you're in a rush or load two friends for a short spin to a party. Similarly bootspace is not on a par with more practically-minded hatchbacks and when you first pop open the glass door to the boot, the limitations are evident to all.
Up front, however, the C30 offers everything you would expect. Volvo continues to impress with the comfort and support of its front seats, the C30 features the smart "floating" central console of the current S40 and the relatively low-set driving position adds to the sporting appeal.
Sporting characteristics are also to be found on the road. The C30 is well suited to the Ford platform it sits on. Volvo has adjusted the suspension settings from the S40 and they are noticeably stiffer for a more direct and lively feel.
In terms of power options, Volvo offers seven engines in the C30 range - both petrol and diesel - starting with the 100bhp 1.6-litre petrol and rising to the 220bhp T5 version.
Those looking for more pep in their step may seek out the range-topping T5 and D5 versions. We've driven both previously, and found that while the T5 engine won our heart, the price tag of €40,000-plus poured cold water on our Swedish love affair. At the other end of the scale, the 1.6-litre fails to live up to the sporting styling, even if it makes eminent sense for urban buyers. Our choice would be the 1.8-litre petrol version that offers the right mix of low-end performance and motorway cruising, even if it lags a little at higher gears.
In terms of rivals, the C30 is entering an already crowded market, but at the premium end, its main targets will be the three-door version of the Audi A3, the BMW 1-Series (which is due to feature a three-door format later this year) and the Alfa Romeo 147 (also due for replacement next year).
No doubt the C30's styling will win it favour with the image conscious singles market it is targeting.
We were quizzed at traffic lights one evening by a twentysomething VW Golf owner and later approached in a city centre car park by an Audi owner. Both were won over by the design and held the Volvo brand in high esteem, so it does seem to strike the right note with its target audience.
After a week wondering who would best suit this latest Swede, we concluded that perhaps it's not just the VW Golf owner who realises they don't need all that space in the back and are seeking out a smarter badge for the driveway. Alongside these potential buyers, this car is also well-suited to Mini owners looking for something new in their life. And perhaps that is also where the C30 faces its stiffest competition. For style-conscious singles, the Mini has both the street cred and the sporting appeal behind the wheel. What's more, for C30 money you could pick up a Cooper S version. The choice is yours and for adding to that choice, Volvo deserves credit.
Factfile
ENGINE:A 1798cc four-cylinder petrol engine offering 123bhp@ 6,000rpm and 165Nm of torque @ 4,000rpm
SPECIFICATION:Standard specification includes six airbags; ABS with EBD; Volvo's Side Impact Protection system (SIPS); electronic climate control; 16" alloys; stability and traction control; radio/CD; car alarm; and lightly-tinted windows. The SE model adds cruise control; remote audio controls; 17"alloys and foglights, and rain sensitive wipers. The Sports version adds a rear spoiler while the Lux version adds heated front seats, power folding door mirrors and a headlamp cleaning system.
L/100km (MPG)
Urban: 10.1 (27.9)
Extra urban: 5.7 (49.6)
Combined: 7.3 (38.7)
CO2 emissions: 174 g/km
Annual road tax:€484
Price:€31,880(€26,500 to €45,320)