A clever move for Volvo?

What is every car manufacturer doing these days? Promoting fuel economy, alternative fuel or energy source in current or upcoming models. How many are looking into expanding into a performance oriented market? Very few are doing so. However, Volvo seems to be doing just that.

A small manufacturer like Volvo, while innovative in certain areas such as safety, and under the cloud of sale by parent company Ford, http://www.businessinsider.com/ford-taking-steep-loss-as-it-trys-to-sell-volvo-2009-3 hasn't gotten the press of Honda, Toyota, Tesla and Chevrolet with the Volt. But what about a NEW market segment for them while they continue along with alternative fuels and powertrains like everyone else? Performance!

Despite a miserable showing by Volvo race cars in Speed GT a few years ago, why not partner with last year's championship winning K-Pax race team with no financial investment (technical data can be free), and see what they can do for the brand. If it fails again, no big deal right? It's a segment Volvo never had foothold in anyway. If it succeeds, great! No investment, it got the attention of the enthusiasts and opens the door for future programs and more sales.

There is no question the guys and girls with high powered sports cars in their garages, or sporty sedans and coupes in the driveway also own a Volvo, and granted an S60-R may be included in that. Of course, we think of them as a conservative product line with safe but boring cars and SUVs. But now, if Volvo succeeds, they capture some more sales that BMW, Audi, Acura and Mercedes may have had. And, the door is open for more performance oriented models.

So while I'm sticking to my prediction of a poor showing during the racing season, the risk to Volvo is minimal. Clever, very clever. But I still say the Speed Touring class would be an ideal choice vs. the faster GT class. Photo of a racing Volvo station wagon of the past courtesy of http://www.psfk.com/wp-content/uploads/2008/08/volvo_850_btcc.jpg

Edit: The Volvos did quite well but Volvo still has virtually no performance credentials compared to the competition (Alfa, Audi, BMW, Jaguar, Mercedes).