We’re speaking about 350 kilos right here. That’s the distinction in weight between a brand new 1966 Volvo and a same-year Dodge Coronet—the latter depicted right here as having “died younger.” The textual content on this advert is fascinating, and makes a great case that American automobiles of the period have been merely bigger and heavier than customers actually wanted them to be.
Extra Favourite Automotive Adverts
By the point this advert ran (1970-1971) the load distinction between American midsize automobiles and the fundamental Volvo had grown. A base 1970 Volvo tipped the scales—actually—at roughly 2600 kilos, whereas a same-year Coronet sedan got here in 1 / 4 ton heavier, at round 3100 kilos.
So, do lighter automobiles actually last more? Perhaps not—at the least not by merely being lighter—however the 140 Collection Volvo depicted right here, which was constructed globally between 1966 and 1974, had earned an iron-clad status for reliability and longevity. And, as documented right here, they have been fairly mild, all issues thought-about.
Forgotten Idea: Volvo VESC
1970-1971 Volvo print advert
In fact, Volvos of the period have been typically not geared up with air-con, computerized transmissions, or heavy 6-cylinder or V8 engines. All issues that might have added to the automotive’s mass.
Having spent a while behind the wheel of a girlfriend’s Volvo from this time interval, I can attest to the automotive’s exemplary stoutness and construct high quality. I may report that her automotive was gradual and noisy, however the entrance seats have been improbable. Additionally, 140 Collection Volvos dealt with so significantly better than modern American midsize fare {that a} comparability is sort of foolish. The dealing with was, at the least partly, a operate of the Volvo’s lean posture.
As for the claims on this advert, they’re largely not legitimate. Volvo’s largest present crossover, the superb XC90, now clocks in at round 4800 kilos. That’s concerning the base curb weight of the biggest Dodge crossover, the Durango. Which car is destined to die youthful? Who’s to say, however each may gain advantage from a food plan.
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1970 Volvo Gallery
(Click on beneath for enlarged photos)
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- 1970 Volvo Advert
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- 1970 Volvo 142
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- 1970 Volvo 144
International Matter: Pricing the Imports of 1973
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