When it comes to fuel efficiency, figures can sometimes deceive. Consider the Bugatti Chiron Pur Sport, priced at $3.6 million, boasting a mere 10 miles per gallon combined EPA rating, making it one of the least economical vehicles available. However, for those who desire it, such statistics hold little significance. Similarly, back in 1980, Volvo understood that the modest fuel efficiency ratings of its flagship 200 Series vehicles concealed a more compelling attribute. The challenge lay in effectively communicating this to potential customers.
Following the aftermath of the second oil crisis in 1979, Volvo Cars USA could attribute the weight of the 1980 200 Series primarily to the substantial amount of steel incorporated from Sweden. This weightiness impacted the pushrod B20 and single overhead cam B21 four-cylinder engines, despite their various fuel-injected iterations in the US market. Realizing that citing precise EPA figures would not effectively market the vehicles, Volvo opted to emphasize a different aspect: longevity.
Flickr | Alden Jewell
Greetings from the Advertisement of the Week! Vintage promotions have their charm, stemming from an era when information was primarily disseminated through print publications, television and radio commercials, and billboards large enough to accommodate several vehicles. Every week, we delve into an archived commercial to dissect its assertions, context, and real-world implications.
In 1980, this marketing campaign in North America introduced potential buyers to trustworthy individuals like William Mozer, a broadcast engineer who purchased five Volvos over the years to accommodate his family’s needs. It was common knowledge that Volvos in Sweden could have a lifespan of up to 17.9 years at that time. A print advertisement from the same year claimed that in the Swedish market, this figure stood at 18.7 years, promptly appended with a disclaimer stating, “Diverse driving conditions in the United States may impact the longevity of your Volvo. However, it could potentially endure even longer.”
Indeed, some certainly have.
Flickr | Alden Jewell
If we eliminate local air pollution from the equation, it holds true that the longer a vehicle is utilized, the lesser its environmental impact becomes. Regarding fuel efficiency, my compact 1985 Autobianchi consistently delivers 40 miles per gallon, a figure I find quite commendable. Regardless, acquiring a new vehicle is a significant investment, hence Volvo of America Corporation was justified in asserting that the longer your car endures, the less concern you’ll hold for the accuracy of EPA evaluations.
American consumers could purchase select new Volvo 200 Series models until 1993, implying that these vehicles were expected to endure well into the 2010s as per the 1980 Swedish longevity promise. Although they still surface occasionally, the caveat holds true—only specific regions in the US were likely to witness these latter-day 200s lingering for such durations, and those numbers are gradually diminishing.
To err on the side of caution, by 1981, Volvo transitioned to asserting that a “Volvo’s longevity surpasses the average lifespan of all other automobiles on the road by 1/3,” as indicated by Ken Warwick & Associates’ analysis based on US registration data encompassing Volvos and the auto industry as a whole, rather than specific manufacturers.
How many 2021 S60s will still be traversing the streets in 2039? Now that’s an intriguing question.
Do you have a valuable insight? Share it with us: tips@thedrive.com
