By Jeffrey Zygmont
Motor Mouth
May 11, 2008 05:39 am I like small cars because they're sassy and expressive. They exhibit daring and disregard for conventional values. They also make driving fun. Compact and lightweight, little cars maneuver with verve. They respond so readily to pedal taps that you maintain a more intimate level of control. For those reasons I enjoyed test-driving a Volvo C30 immensely last week. But not many people feel as enthusiastic about the car as I do. At least, not many are enthusiastic enough to buy one. Introduced one year ago, this newest Volvo is selling poorly. In the first four months of 2008, Volvo Cars of North America placed only 1,399 new C30s in U.S. driveways. After a couple of sluggish-selling station wagons, it's the least popular model in Volvo's fleet. But according to the usual pattern, it should be the most popular model. With a starting price of $23,695, the two-door hatchback is the least expensive vehicle in Volvo's lineup. Luxury-car brands like Volvo usually sell more of their lower-priced cars than their higher-priced cars, simply because more people can afford them. For example, the top-selling Mercedes-Benz, the C-Class sedan, is also its least expensive model. Similarly, sales of the 3 Series far outpace the demand for other models offered by BMW. The 3 Series was the lowest-priced vehicle offered by the German auto company until this spring, when BMW introduced its 1 Series Coupe. Although it just became available, and although it is priced higher than the Volvo C30 — the 1 Series starts at $28,600 — the BMW sold at more than three times the rate of C30 last month. Walter Porro, the finance manager of Jaffarian Toyota Scion Volvo in Haverhill, explained that Volvo introduced C30 in July 2007 because people had asked for a lower-priced offering from the Swedish automaker, which is a unit of Ford Motor Co. The new, smaller Volvo also aimed to attract younger drivers to the brand, Porro noted. That's a common approach for premium brands, which sell vehicles that are generally priced too high for aspiring young drivers. By bringing out a lower-priced model that still carries all the brand's attributes, a company aims to introduce new customers to its family and, hopefully, capture them as repeat buyers as they age and their earnings increase. Volvo sells C30 in two trim levels called Version 1.0 and Version 2.0 — the imitation of computer-software nomenclature is an obvious pitch to youth. Priced $2,750 higher than Version 1.0, the Version 2.0 incorporates some sportier styling accents, larger, 18-inch alloy wheels, and an upgraded audio system. Both levels are well powered. The turbocharged five-cylinder engine delivers 227 horsepower and, importantly, 236 lb-ft. of torque that comes on strong at low speeds. That gives the C30 a sprite quickness that is amplified when you drive models equipped with the standard, six-speed manual transmission. (A five-speed automatic costs $1,250 more.) I enjoyed the quick surges, leaps and lunges produced by the turboed engine and manual transmission aided by a well strung suspension and responsive steering. And I felt pertly distinctive inside the C30, thanks to its smoothly sculpted, round-edge exterior and, especially, the trim backward fall of its roof line. The car would make an attractive fashion accessory for an image-conscious 30-year-old who wants to display some sophistication along with zest and aplomb. Volvo encourages individual expression with a "custom build" program that, for a $300 fee, opens up a palette of extra-cost personal options that include 17 exterior and 12 interior color combinations, along with functional features such as fog lights, seat heaters, headlamp washers, cruise control and a navigation system. Some people recognize the assets built into the C30, including its expressive independence and the value that's inherent in a scaled-down car. At Jaffarian, a woman who works as a mortgage broker recently purchased a C30 over a Mini Cooper from BMW, another distinctively styled, personal car. The Mini is smaller than C30, and it delivers better gas mileage, but she selected the Volvo for its safety, said Porro. Another recent buyer was an established Volvo owner. He purchased a C30 for its improved fuel mileage during his commute to Boston. He also appreciated the ease of parking the smaller car on tight urban streets, Porro noted. But I'm surprised this smallest, newest Volvo isn't winning more such converts. One problem may be that its two-door hatchback body is too far out of sync with customary Volvo drivers. Many of them have families, and they choose Volvos for their passenger amenities and their safety above all else. Two doors and a rear hatch is a practical, versatile and expressive package for a small car, but loading and unloading children is a chore. What's more, some other hatchbacks go further than C30 in delivering the economy and the jaunty road manners that make the design so appealing. If you really want to go small, why not step down to a Mini Cooper or even one of the economy-priced, tiny runners recently introduced from Japan, like the Honda Fit, Scion xD or Toyota Yaris? Volvo can't build cars that small and still protect its reputation for safety. The laws of physics dictate that vehicles become inherently less safe as they shrink in size and mass. The C30 is probably as small as Volvo dares go. The C30 was introduced into a challenging auto market, with overall sales declining. With fewer people buying new cars today, maybe motorists just need more time to discover this youthful new option from Sweden.
2008 Volvo C30 Vehicle type: Front-wheel-drive, 4-passenger 4-door hatchback Price range: $23,695 to $26,445 (plus options) Warranty: 4 years/50,000 miles basic warranty; 4 years roadside assistance Engine: 2.5-liter turbocharged 5-cylinder Power: 227 horsepower at 5,000 rpm; 236 lb.-ft. torque at 1,500 to 5,000 rpm Base transmission: 6-speed manual Fuel economy: 19 mpg city; 28 mpg highway Wheelbase: 104 inches Length: 167 inches Width: 70 inches Height: 57 inches Weight: 3,201 pounds Fuel capacity: 15.9 gallons Turning circle: 38.1 feet
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