2011 Volvo S60 price: Expensive.

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It starts at “just” over $38 000.

Which I think is pretty crazy if you ask me.
Sure, this is the top of the line AWD Turbo model. But they should have a cheaper FWD model at launch as well. Otherwise the car will just get a reputation for being grossly overpriced.
Most people will pick a BMW or Mercedes at that price.
Because most don’t want AWD in the 1st place, and they will pick a RWD BMW over this.
For less money.
Plus, look at all these options.
I think they need a $32 000 non-turbo, non AWD version ASAP if they want to sell any cars in significant volume.
Here is what they have to say for themselves:

The all-new Volvo S60 pricing and options

Despite the all-new S60 sport sedan being exceedingly well equipped right out of the gate, there are a number of attractive option packages and single options available.

2011 Volvo S60 T6 AWD – $37,700

Destination charges – $850

-Premium Package – $1,500

Power glass moonroof

Power passenger seat

Dual Xenon gas discharge headlights with Active Bending Light (ABL)

-Climate Package – $800

Heated front seat

Heated windshield washer nozzles

Headlight washers

Rainsensor wipers

Interior Air Quality System (IAQS)

-Multimedia Package – $2,700

Premium Multimedia Sound System with MultEQ XT by Audyssey,

Dolby Pro Logic II, 650 watts, 12 premium loudspeakers

Rear park assist camera

Navigation system with real time traffic updates

Map Care with two complimentary navigation updates

-Technology Package – $2,100

Pedestrian Detection with Full Auto Brake

Adaptive Cruise Control (ACC) with Queue Assist

Collision Warning with Full Auto Brake

Distance Alert

Lane Departure Warning

-Single Options

Metallic paint – $550

Premium Electric Silver paint – $675

Urbane Wood inlays – $300

Front and rear Park Assist – $500

Blind Spot Information System (BLIS) – $700

Personal Car Communicator (PCC) – $550

Touring chassis – N/C option

FOUR-C (Continuously Controlled Chassis Concept) Active Chassis – $750

17-inch “Njord” alloy wheels – N/C option

17-inch “Njord” alloy wheels with self supporting tires – $500

Conversation 8 comments

  1. Vince said
    …Because most don't want AWD in the 1st place…

    Vince, I don't disagree about a lower priced entry model
    I personally know a people IN L.A. who demand AWD
    – and MANY More a bit to the north &or east who do too!

  2. For a Chinese car??? There is no price that could get me into one. It was dumb for Ford to sell Volvo. And if they had to, they should have sold it to the Swedes.

  3. it has a class-leading 300hp engine(standard), and class-only safety features, and at 41-43k loaded, that's not bad at all; You have a lower entry point for the Audi A4, but that can top out at 50k, with most attractive features/options/packages landing it near the Volvo in price.

  4. It's not a sporty coupe so don't see why it needs 300hp. It probably won't have great mpg either for this class.

    Audi A4 is also a big competitor and their AWD model starts at 33K but with similar options probably same as new S60. Still way too high price an entry-level S60…

    I guess next in line is increase in price in next S40/S50.

  5. Why is everyone now referring to Volvo as a "Chinese" car? Yes, ownership of Volvo is being transferred to a Chinese company, but the vehicles are still designed and engineered in Sweden. In fact, I would venture to guess that the Chinese purchased Volvo to LEARN from them, not to switch them over to a maker of cheap vehicles.

    As far as price is concerned on this new S60, I'm not surprised. Volvo has launched other models (such as the C30 and XC60) at higher prices relative to the competition. In my opinion, they need to offer a lower base price, and entry level models with competitive equipment levels if they expect to compete. For example, when the C30 launched in Canada, it started at just under $30,000 and did not even have steering wheel audio controls, while the Mini Cooper started at around $24,000. The XC60 launched in Canada starting just under $50,000, while the Mercedes Benz GLK350 starts just under $40,000. Whoever is pricing these vehicles needs to take a closer look at the competition and how their equipment is packaged and priced. No one is going to pay more for a make that is poorly perceived in comparison.

  6. I like Volvo styling (esp. interiors) and seats. And their bigger station wagon is fairly unique (only real rival seems to be the Mercedes E class, which is more expensive).
    But I worry about Volvo long-term reliability, and they tend to be too expensive. And most of those options sound ridiculous.

  7. "Anonymous said…
    I am not buying one. RIP Volvo!

    May 11, 2010 2:28 PM"

    Because you can't afford one, Volvo is going to die?

    I don't think so.

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