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'Lifestyle' is a word I despise, especially when marketing doctors of spin wheel out the hackneyed term, usually with cringe-making beach shot featuring 2.4 kids, shaggy dog frolicking and bizarre 'active' sport played in the foreground.
Volvo's marketers, predictably, couldn't resist, but are using the phrase to differentiate the V70 from vehicles that are what they call 'lifestage' - ie where drivers are forced into seven-seat MPVs by circumstances. The hope is that drivers prefer something that is a pure lifestyle choice and therefore desirable, rather than a necessity.
But whatever the brand's ideas - total V70 and XC70 sales have fallen from 11,500 to 9500 since 2000 thanks in part to lifestage cars - it will be corporate money that ultimately makes or breaks the new car as over half of V70s will be company funded.
The launch engines will mimic the S80 range, with only the addition of an all-new 285PS turbo 3.2 petrol flagship. Fleets will be lured early on by the more down-to-earth diesel 163PS and 185PS versions of the 2.4, but expect a 140PS 2.0 diesel, due later, to offer a low BIK option.
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