NEWS: Should Volvo Bring the V40 to the U.S.?

August 26, 2013
2014 Volvo V40 Rear Three Quarters
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Volvo recently announced that the V60 station wagon would be coming to the U.S., reversing its initial decision to sell the wagon in Europe only thanks to a push from dealers and sales representatives. According to a report from Automotive News, Volvo’s head of North American marketing and product development Tassos Panas wants to press Volvo for a similar change of heart in regards to the compact Volvo V40 hatchback.
The Volvo V40 was revealed at the 2012 Geneva Motor Show as Volvo’s smallest offering and went on sale in Europe later in 2012. Volvo said it had no plans to bring the car to the U.S. market, and the V40 was not engineered to meet U.S. regulations on safety or emissions. The V40’s predecessor, the C30 hatchback, was sold in the U.S. until this year. The V40 also essentially replaces the S40 and V50 compact sedan and wagon, which have been discontinued in the U.S. for 2013, leaving Volvo without a compact offering in the U.S. for now.
AN cites Panas as saying that he will attempt to lobby for the V40 to be sold in the U.S. as Volvo’s premium small-car offering despite the hurdle of homologating the car for the U.S. In Europe, the V40 is available with a range of gasoline and diesel engines, including a top-spec T5 model with a turbocharged 2.5-liter five-cylinder producing 254 hp. There are also two diesels in 1.6-liter and 2.0-liter sizes, as well as a 1.6-liter EcoBoost turbocharged four-cylinder gasoline engine from Ford.
Volvo also offers a V40 Cross Country model with a slightly more rugged appearance. In the crossover-crazed U.S.-market, this could be a solid option for Volvo to better appeal to consumers looking for compact SUV-like vehicles.
If the V40 makes it over to our shores in any of its forms, it will compete with the redesigned 2014 Audi A3 and the all-new 2014 Mercedes-Benz CLA-Class in the premium compact segment. We don’t know whether Panas’ push will work, but we like the idea of an attractive, powerful, premium small car from Volvo.
What do you think? Is the Volvo V40 something you would like to see in the U.S.?
2014 Volvo V40 Front Three Quarters 2

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