More than 20 years ago, a couple of senior Volvo engineers travelled to Audi’s Ingolstadt HQ, bought an Audi 90 20v saloon and took it back to Gothenburg.
Taking Audi’s engineering as an inspiration (front and four-wheel drive, five-cylinder engines in 10v and 20v form), Volvo planned to modernise its image and engineering, and head upmarket. But two decades on, its global sales are stuck at around 420,000. And even board members lament that its customer base still wants simple, unflashy, reliable cars.