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The history of Volvo 480 By kind permission from Volvo 480 register in Holland It was in the late seventies that Volvo started its G-13 Project: developing a smallish economical Volvo for the US market. The future production location was known in advance: the city of Born in the Nertherlands. This was the site of the DAF car factory, which had been taken over by the Volvo Car Corporation in 1973. And this was also where the Volvo 300 series was manufactured.
Market research The requirements for the new car were known by the end of 1979. Market research had been completed, the target group was clear. The car was to be a real eye-catcher, a front-wheel-driven model with a 2.5 m wheelbase. Its floor panel had to be such that it could also be used for other models. The first one, the pioneer of a whole new series, was to be a sports-car-like model. The G-13 project Because design was a key requirement, no less than four design agencies were involved. First of all there was Volvo’s design department in Sweden. Then there was the styling department in Helmond, the Netherlands. They had also designed the 300 series (originally for DAF). This department was seen as a local office of the Volvo Car Corporation. Further, two famous Italian styling houses were contracted. All four got the same brief: design a new car and present a 1:5 scale model.
The head of the Helmond styling department, which at that time was working mainly on changes to the 300 series, was Rob Koch. Rob formed a four-man team which, working part-time, got started on the G13 Project. As it turned out, the ideas developed by team member John de Vries would have a decisive influence on the development of what was later to become the Volvo 480. It was John who, from the start, took the handsome Volvo P1800-ES as the basis for the design. Who wins? On 9 June 1981 four scale models were presented to the Swedish Board and others. One model was dropped because the rear view was too restricted, while another model was considered too angular.
After a number of open air presentations the final choice was made and the Swedish model, the Galaxy's last competitor, was dropped too. Getting there So development continued. A number of full-scale models were made from clay, from wood and from epoxy. At this stage the special characteristics were introduced: the pop-up headlights, the small grill which was moved underneath the bumper, and the keyhole which was moved to its unusual position. In 1982 the car got its first engine and took to the road. Testing took place mainly in the US. There, however, a number of problems began to emerge for the 480. Especially due to the decline in the US dollar exchange rate, it became increasingly unlikely that the car would be introduced in the States. But after several more years of hard work the car was ready. In September 1985 automobile magazines published the first stealthily taken pictures, and on l5 October 1985 the international press got its first view of the new Volvo. Ready at last In March 1986, at the Geneva motor show, the car was first presented to the general public. Introduction in the US was postponed, but three months later the Volvo 480 ES was on sale in Europe.
The first years The first year after the introduction of the Volvo 480 demand outstripped supply: less than l,000 cars could be produced. Early in 1987 the production line in Born was finally ready. But even its 20,000-a-year capacity was not enough: planned sales amounted to 10,000 in Europe and 25,000 in the States. Although exporting the car to the United States was still on the cards, it was again postponed, this time to 1988. Sales in Europe were good in spite of some difficulties, mainly with the electronics. The Turbo version was presented at the end of 1987 and was available to the public in early 1988. The first rumours about a convertible appeared that same year. The year 1988 was the top year: 16,000 Volvo 480s took to the road. There was as much interest in the Turbo as in the 480 ES version. The United Kingdom, Italy, the Netherlands, Sweden, Germany, Belgium and France sold many Volvo 480s, but not a single car was sold in the US. This situation did not improve in 1989, while new legal requirements in the US did not make things easier either. In the meantime the 440, a compact family car, had been introduced, and because this model, too, was very successful the need increase production of the 480 was less pressing. The 440 and later the 460 became the mainstay of Volvo Car Nederland.
In March 1990 a study model of the 480 convertible was shown at the Geneva motor show. This car was a joint project between Ernst Berg Systems in Belgium and Volvo Car. This Turbo convertible with rollbar was enthusiastically reviewed by the press. Not as a study model but really for sale was the 480 with automatic transmission made by ZF. There is little to report about the Volvo 480 in 1991. Volvo Car was involved in negotiations with the Dutch authorities, Volvo Sweden, Renault and Mitsubishi about the future of the factory in Born. Volvo Sweden gave the thumbs down on the convertible, because they felt it was not safe enough. New models at the same time Volvo decided to introduce a new model, the Volvo 480 ES Two Tone,
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