VOLVO Car Malaysia Sdn Bhd has lowered the price of Volvo’s premium entry level sedan, the 2.4-litre S40, to boost sales especially from potential buyers of Japanese models such as Toyota Camry and Honda Accord.
The facelift S40 launched yesterday now sells at RM169,500 (on the road without insurance), more than RM10,000 off the RM181,500 price tag of its predecessor.
“The refreshed S40 is more than 30 per cent lower than its main European rivals (the likes of BMW 3 Series, Mercedes-Benz E-Class and Audi A4),” VCM president Robert Norrman said at the model’s launch in Kuala Lumpur.
Norrman noted that the profile of an S40 buyer is generally someone who is young and wants to upgrade from an Asian or Japanese brand, to enjoy a premium, luxury car with better performance and handling.
VCM expects to sell an average of one S40 a day with the new price strategy.
“We expect to sell at least 30 units a month. The previous S40 had an average annual sales of 200 units,” Norrman said.
Overall, VCM is targeting sales of over 1,000 units of Volvo vehicles this year, up from some 700 units in 2007.
Norrman said although it is cheaper, the refreshed S40 is much improved in all aspects including design and safety, over its predecessor.
“Like all our models, the S40 embodies Volvo’s leadership and commitment to safety and its unique Scandinavian design,” he added.
The facelift S40 follows closely on the heels of hugely successful launch of the sporty two-door C30 coupe recently.
The S40 gets a completely new, sportier and more prestigious front with elements from the new Volvo S80 and V70.
The front is now 3mm longer than the previous version. The grille is completely new with an updated, deeper mesh pattern that clearly distinguishes the S40 model, and with additional chrome to emphasise the premium feel.
The rear bumper has been redesigned and is unique for the S40 and V50 models respectively.
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