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This Is the Coolest Volvo Ad of All Time

Volvo once ran an advertisement that compared its 740 station wagon to a Lamborghini Countach. You can see it pictured above, but the basic gist is this: There’s a Lamborghini Countach with a trailer parked next to a Volvo 740 Turbo Wagon. And the ad reads, “The basic idea behind the Volvo Turbo Wagon.” See the Volvo 740 models for sale near you

The implication here is that in order to do everything you can do in the Volvo 740 Turbo Wagon, you’d need both a Lamborghini and a trailer — which is, of course, ridiculous. And the ad copy goes on to say that “this rig can do everything a Volvo 740 Turbo Wagon can do,” including “hold loads of cargo, out-accelerate many performance cars and reach speeds of over 100 mph.”

“It will also pull about 150 g’s,” the ad says, “right from your wallet.”

And so, if you want something that isn’t insanely expensive but still offers excellent performance and practicality, the ad implores you to buy a 740 Turbo Wagon — because, the ad says, “unlike other wagons, both ends of the 740 Turbo were built for hauling.”

The funny thing is that the 740 Turbo Wagon is quite slow by today’s standards: It went from 0 to 60 miles per hour in a shade under 8 seconds, and its top speed was just under 125 mph. Even back then, the 740 Turbo was no competitor for the Countach, which could hit 180 mph and do 0 to 60 in fewer than 5 seconds. But the point was made, and everyone remembered it: The 740 Turbo wasn’t just a wagon. It was a sport wagon. That hauled from both ends. Find a Volvo 740 for sale

Volvo Ad

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Doug Demuro
Doug Demuro
Doug DeMuro writes articles and makes videos, mainly about cars. Doug was born in Denver, Colorado, and received an economics degree from Emory University in Atlanta. After graduation, Doug spent three years working for Porsche Cars North America. Eventually, he quit his job to become a writer, largely because it meant that he no longer had to wear pants. Doug’s work has been featured in a... Read More about Doug Demuro

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  1. True story  – one of my college roommates had this exact car and one day it wouldn’t start, so with no mechanical experience whatsoever he unbolts the starter and asks me to give him a ride to the autoparts store for a replacement. I look at the part he has removed…it is not a starter…some kind of actuated cylinder with wiring harness dangling from it. I asked him to show me where this mystery part came from – he shows me, and points under the driver’s seat. He had removed the power seat motor. I explain where the starter is, and what it does, and we pop open the hood. The ground wire from the starter had frayed, so a quick splice/tape and he was back in business. Looking back I wished we had gone to the autoparts store just to see the reaction from the clerk when my buddy provides a seat motor on core exchange.

    • Really the CUV/SUV has replaced the wagon, and it’s better than a wagon for most drivers who don’t care about handling. Looking in the SUV space, you can get a Porsche Cayenne Turbo S, 0-60 in under 4 seconds, 176Mph top speed, and 63 cubic feet of cargo space with the rear seats folded, which compares somewhat with the Volvo 740’s 74.9 cubic feet with the seats also folded. The Mercedes AMG E63 S Wagon comes in at 57.3 cubic feet if you’re interested, and is limited at 186Mph if you need to get somewhere quicker than the Cayenne will get you there. 

    • As far as affordable wagons go, that’s it unfortunately.  Unless you can dig yourself up a mid-2000s Subaru Legacy GT wagon or Mazda6 wagon.  Or you spend big for an MB E-class AMG Estate.

      As Matthew Cochrane mentioned, blame the crossover.

  2. it’s too bad automakers won’t make fast affordable wagons for the family anymore, now all we have are crossovers, an really terrible wagons like the prius-v

    • Sure they do, theyre just not for sale in USA. that is, untill PSA (Peugeot/Citroën) hits the market with the DS and Peugeot brands. The DS4 is reaaaally nice.

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