STATELY AS A GALLEON
The 240 made its debut in 1974 and there would have been few motorists in the UK who were unaware of its virtues by the early 1980s. This advertisement celebrates Volvo’s legacy and boldly addresses one of Volvo’s widely (if not wholly fairly) perceived vices – that of heavy steering. PAS as standard deals with these faint worries and the shot of the front of the 245DL highlights its redoubtably solid nature; enjoyable but never frivolous. As for the two models, they are a world apart from much of British car advertising of the early 1980s – ‘look back and wince’ is perhaps the best description – with their attire reflecting Björn Borg’s sixth Grand Slam victory in 1981.