Whether you adore or despise them, it’s impossible to overlook the Twilight series and its subsequent film series that captured our collective consciousness for several years. Globally, the films raked in $3.3 billion. However, beyond the glittery vampires and peculiar, interpersonal dynamics, arguably the most significant transgression committed by the film series of The Twilight Saga revolved around Edward Cullen’s automobile.
It’s likely not an original observation, but the Twilight book series aptly paired its lead characters with their vehicles. Bella Swan, the main character and markedly unpretentious and pragmatic personality of the series, drove a 1953 Chevy pickup truck. Rosalie Hale, the narcissistic beauty queen vampire, operated a crimson BMW M3 convertible. (Considering the initial book’s composition in 2005, it’s probable to assume it was the E46 model, given that the E93 M3 had not yet been released.) Jacob Black, the shape-shifting member of the Quileute tribe, possessed a 1986 Volkswagen Rabbit on which he consistently performed restoration work.
Edward Cullen, the preeminent Hot Vampire of the series, was depicted driving a “glistening” and “silver” Volvo. In the initial book where the car is referenced seventeen times, no specific model is mentioned. Subsequently, there was a consensus online that he was driving an S60 R—a commendable selection as those are undeniably impressive—though, within Stephenie Meyer’s original text, I could not uncover any mention of the S60 R. That’s perfectly fine! I was merely thrilled to witness an S60 R on the silver screen when the maiden Twilight film hit theaters in 2008.
The S60 R suitably suited Edward since he was consistently striving to downplay his family’s substantial wealth in the modest, unpretentious town of Forks, Washington. However, he also harbored a penchant for velocity, making the 300 horses from a four-door Volvo an ideal choice for a sleeper car. Moreover, Edward’s preference for driving this particular vehicle as opposed to a German make indicated his recognition of superior Scandinavian craftsmanship. In this aspect, he was akin to one of us.
The disappointment I experienced was considerable when a Volvo C30 appeared on the screen instead of an S60 R.
Ohhh.
Nonetheless, you know what? That was absolutely acceptable as well. The C30 embodied a trendy and spirited nature, a quirky hatchback that diverged drastically from Volvo’s conventional offerings at that time. It was an audacious move. Who am I to disparage a bold decision by a typically conservative automaker? Besides, as Ronan Glon elucidated just this past week in his remarkably insightful C40 Recharge assessment, “The C-prefix signifies a vehicle that breaks from customary norms to attract a younger audience to the [Volvo] brand.”
Moreover, by the time Twilight premiered, the S60 R had ceased production, as indicated in this press release from Volvo in 2010: “In the novels, protagonist Edward Cullen drives a Volvo S60 R—the preceding S60 model. However, by the time filming commenced, Volvo had halted production of the S60 R, prompting the use of a Volvo C30 in the initial film.”
Hence, the C30 proved to be appealing. It was cool when Edward took the wheel and equally cool when he embarked on his quest to rescue Bella in it.
HOWEVER!
Nevertheless, upon the release of the sequel to The Twilight Saga: New Moon in 2009, the C30 had mysteriously vanished. Instead, there stood the Volvo XC60… a hybrid. Not quite the epitome of coolness.
Behold Edward with his new hybrid, lazily parked. Unquestionably uncool.
What transpired? How did Edward Cullen transition from driving a spirited Swedish hatchback to a cumbersome grocery hauler? I hold no malice towards hybrids—they serve a purpose for those who opt for them—but this is Edward Cullen we’re talking about! He’s a vampire who has existed for 108 years yet remains frozen in his 17-year-old state. High schoolers, if blessed with the Cullen family’s affluence, would definitely not opt for an XC60.
Edward craves velocity. He relishes moving swiftly and piloting swift vehicles. The need to blend in is understandable, but speed is non-existent in that XC60. One could argue that the transition between Twilight and New Moon was prompted by his concern for Bella’s safety while commuting together. However, this rationale falters when you contemplate his instantaneous reflexes as a vampire and his invincibility. With his telepathic abilities, Edward could shield Bella from every conceivable traffic mishap. They could rollerblade to school and still be completely safe.
Moreover, the swap of vehicles remains unaddressed. Even those unfamiliar with automobiles would notice the abrupt change in a primary character’s vehicle, from a compact silver entity to a large, dark gray behemoth.
Why the transition? Marketing. That’s the reason.
In the same 2010 press release, Volvo stated, “Volvo’s cameo in the initial film of the series… led to increased sales of the Volvo C30 at various Volvo dealers, predominantly in the U.S. market.” Someone at Volvo—a profit-oriented automobile manufacturer—recognized this as a lucrative opportunity. Consequently, in lieu of the quirky C30 hatchback, the pricier XC60 mainstream hybrid made its debut in New Moon. Families wouldn’t opt for C30s. But XC60s? Definitely.
And it proved to be effective.
“Following the debut of… New Moon, dealers observed heightened interest in the Volvo XC60 and noticed that customers visited showrooms to capture images of their kids in the ‘Twilight vehicle,” as stated in the announcement. “Volvo is starting to be seen as ‘hip’ by young individuals, with mothers of teenagers also displaying growing curiosity, spurred on by their children’s excitement.”
Oliver Engling, the Volvo public relations representative, commented, “Above all, it’s truly satisfying to witness the evolving perception of the Volvo brand among the many young people who will potentially become our customers in the future. They view the brand as appealing and distinguishable.”
A profit-driven auto manufacturer will engage in the typical practices of profit-seeking automotive companies: striving to enhance car sales through various means. While not surprising, the disappointingly remarkable aspect of this scenario, reflecting on it now in 2021, was Edward’s choice of ride. The C30 was available with a four- or five-cylinder engine, and customers could opt for a manual transmission. Its design was unconventional, setting it apart from other vehicles on the road. It marked a rare occasion when Volvo stepped outside its usual boundaries to present something unique.
Yet, even in a fantasy world of vampires, it seems we might eventually swap fun for SUVs.
In the fourth installment of the franchise, The Twilight Saga: Breaking Dawn — Part 1, Edward’s car transitioned to a Volvo S60 R-Design, but by then, the die had been cast. The transition from a C30 to an XC60 was a considerable leap that couldn’t be remedied by an S60, whether R-Design or not. Ideally, it should have been an S60 R from the outset, or if not, they should have stuck with the C30.
And if you’re Edward Cullen trying to avoid drawing undue attention to yourself and your family, what could attract more notice than possessing three brand-new Volvos during your high school years?
While some may be irked by glittering vampires, my lingering frustration remains directed at the XC60.
Do you share this sentiment? Contact me at kristen@thedrive.com.
