Enthusiast or Pragmatist?

For Tomas Ahlborg, who also served as one of the driving forces behind the first-generation S60, responsibility for the development of the all-new Volvo S60 has been the most exciting challenge of his career.
"The brief from the company's executive management was short and to the point: create Volvo's sportiest car ever. Personally, I'm one hundred percent delighted with the result. The all-new S60 is an uncompromisingly sporty sedan. Every single detail is in total harmony with the car's dynamic credentials," he explains.
In simple terms, car buyers can be divided into two main categories: enthusiasts and pragmatists. For the enthusiast, the car is a high-priority conversation topic that can never be exhausted, while the pragmatist only shows interest in cars when it is time to replace his or her current vehicle with a new one every three or four years or so.
In a historical perspective, Volvo's brand has attracted more pragmatists than enthusiasts. However, as each successive generation of Volvo models became increasingly emotional, that picture has changed - and the all-new S60 is packed with all the ingredients from the enthusiast's favourite menu.
"The number ‘60' in our model range nowadays indicates our sportiest models. The XC60 was the first step. Now, with the all-new S60, we are placing ourselves right on the car enthusiasts' radar screen. Later in 2010, we will expand the range by introducing the new Volvo V60 sportswagon," says Tomas Ahlborg.