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Volvo vows to charge subscriptions only for major updates

Volvo Cars Chief Operating Officer Bjorn Annwall   BMW veered into a public-relations mess this year when it started charging car owners monthly subscription fees to warm their behinds. Volvo Car won’t be making similar moves. “If you are to charge for software updates, it must be a step change in consumer benefit,” VolvoÂ’s Chief Operating Officer Bjorn Annwall said in an interview this month. “We will not ask people who have bought a car for 1 million kronor ($96,500) to pay another 10 kronor to get extra heat in the seat.” While BMW will no doubt have other manufacturers follow in its footsteps — Mercedes-Benz recently started asking buyers of its EQ electric vehicles to fork over $1,200 a year to unlock quicker acceleration, for example — the auto world has started to second-guess just how much money there is to be made from the rise of software within their hardware-intensive business. In a 91-page deep dive into the topic last month, analysts at UBS pegged the total addressable market at $700 billion by 2030. ThatÂ’s no pittance, but pales in comparison to the $2 trillion opportunity they anticipated previously. Annwall sees Volvo generating little additional revenue from software until mid-decade. Only if major upgrades become available — a self-driving mode, for example — would Volvo charge extra. “You donÂ’t have to hold the steering wheel — now thatÂ’s a step change in user benefit.” Annwall was speaking at the opening of VolvoÂ’s new tech hub in Stockholm, where the manufacturer builds software for selling and marketing cars online. The company, which last month unveiled a battery-powered sport utility vehicle to succeed its gasoline-era flagship, intends to cease making combustion cars by the end of the decade. ItÂ’s going to be an uphill push: EVs made up just under a fifth of the companyÂ’s shipments last month. Bloomberg spoke with Annwall about VolvoÂ’s tech efforts, the software issues that have plagued some of its competitors and the ongoing supply-chain issues holding back the industry. Here are highlights from the conversation, which have been edited for length and clarity: Large automakers including Volkswagen have had problems with their car software. Have you experienced similar obstacles? I wonÂ’t hide the fact that we have had some problems with our software in the car as well. But weÂ’ve been good at correcting them fairly quickly.

2014 Volvo V60 to start at $35,300*

When Volvo announced US pricing for its updated 2014 model line, it left one vital model out of the equation: that would be the V60, the long-roofed version of the S60 sedan and the long-awaited replacement for the V70 wagon that left our shores nearly four years ago. But if you look at the V60's product page now, you'll see a starting MSRP listed at $35,300. That represents a $2,900 premium over the S60 and an $800 premium over the larger (but older) XC70 softroader.
Delve further into the online configuration tool and you'll see that the price is applied, naturally, to the base turbocharged five-cylinder, front-drive model. Go for the Premier or Platinum trims and the price begins to climb, as it does with the addition of all-wheel drive, the turbo six engine and the R-Design spec. You'll also need to account for the *$915 destination charge. Tick all the boxes and you'll soon be looking at a price tag of over $50,000. Order books open with the start of the new year.

Volvo dealers pushing for V40 in America [w/poll]

Not too long ago, Volvo effectively replaced three models with one. Those were the C30, S40 and V50, and their replacement came in the form of the V40. While its predecessors were available (at some point, anyway) in North America, the V40 isn't. And that's something that Volvo's players in the US would like to change.
According to Automotive News, both Volvo Cars of North America and its dealers are pressing the factory to reverse its decision and prepare the V40 for an American assault on the likes of the Volkswagen Golf and Audi A3. It's a game they won before with the current V60, which hasn't been available here, but is set to make the transatlantic voyage come the start of the new year.
This time, though, Volvo Cars of North America may have a bigger fight on its hands, because the V40 wasn't designed to meet US regulations. Getting it up to spec, then, may be a bigger challenge than it's worth. But if the American importer and dealer network makes its voice heard, the V40's replacement could be designed with US regulations in mind.