Volvo joins V8 Supercars

Volvo will once again try to change its staid image and bring an end to Volvo jokes by joining the V8 Supercar racing series in 2014 -- even though it does not sell a V8 car locally.

The Swedish brand’s arrival brings the number of car makers competing in the Australian V8 championship to five, joining Holden, Ford, Nissan and Mercedes-Benz.

Unlike the Mercedes deal which is privately funded, the Volvo race program is being backed by the factory, albeit paid for by Volvo Australia. Volvo will develop a V8 in Sweden especially for the race series even though it no longer offers a V8 in its passenger car range.

Melbourne-based Garry Rogers Motorsport, formerly a Holden-backed operation, will run the two-car Volvo team. There are no plans to change the current driver line-up Scott McLaughlin and Alex Premat, the team says. Volvo Australia said it is a “multi-year” deal but would not disclose how exactly how many years.

When asked if this would finally put an end to Volvo jokes -- after earlier racing campaigns, which included the late racing legend Peter Brock, failed to break perceptions -- the boss of Volvo Australia Matt Braid said: “I think we’re already there. That heritage has disappeared. I think there is some residual in older age groups … but times have changed and I’m sure the V8 series will enhance it.”

Volvo said the racing campaign shows the company is “competing on the track and in the marketplace”, although its sales are down 10 per cent in a market that  is up by 4.5 per cent so far this year. Not having a V8 to sell to the public will not backfire on the brand, says Volvo, “because there isn’t a racing series in the world that’s tied to production cars these days”.

The rule-changes to V8 Supercars this year mean the race cars no longer need to technically resemble their road-car cousins. The formula appears to be working. Last season four drivers from two teams shared 30 race wins. So far this year eight drivers from five teams have shared 19 race victories.

Volvo's announcement coincides with Volvo’s unveiling of a high-performance sedan powered by a turbocharged six-cylinder engine, called the S60 Polestar and valued at $109,950.

This reporter is on Twitter: @JoshuaDowling