1982 Volvo 760

Despite its late 1960s roots, sales of the Volvo 200-Series were still strong in the early 1980s, so as with its previous PV544, 120 Amazon and 140 models, Volvo chose to supplement its popular 240 with an all-new model in 1982 (the 760), rather than replace the established older model immediately.

Aimed firmly at the lucrative North American markets (by far Volvo’s largest at the time), the new 760 had a distinct air of Detroit about its unusually square and upright design, looking more like a contemporary Buick, Cadillac or Mercury than a sleeker European Audi, Mercedes-Benz, Citroen or Rover competitor.

The first PRV V6-powered 2.8-litre Volvo 760 was a luxury-appointed prestige saloon, positioned a rung above the existing 240/260 models, and priced accordingly. Early reactions to the unfashionable new Volvo (from the press and public alike) were lukewarm, but the situation began to thaw with the introduction of the more affordable four-cylinder (plus six) 740 saloon in 1984, with the inevitable square-backed estate adding useful appeal (and sales) in 1985. Some novelty and elegance werealso added to the expanding Volvo 700-Series range in most LHD markets (but not RHD UK) in 1986 with the classy Bertone-built 780 Coupe too, with 8,500 examples made in Turin over a five-year production run.

For the more mainstream 740 and 760 derivatives, subtle improvements were gradually made to the largest Volvo models, with a broader choice of both petrol and diesel engines added, plus welcome styling updates to help keep the quickly-dated early ‘80s ‘design by ruler’ look of the original 760 more contemporary and saleable.

In 1990 the 740 underwent an extensive facelift, with the range-topping 760 renamed the 960, acquiring a whole new softer and more rotund rear end reskin to replace the previous razor edged bodywork. The 740 morphed into the 940 one year later, with the ex-760 rebranded once again for 1996 as the S90 (saloon) and V90 (estate), these derivatives all being dropped in early 1998.

(GSA Words: 318)