When ‘Volvo’ is mentioned, many models come to mind and it depends on which generation is responding. Older people will think of the 122 Amazon and 244 while a generation later would remember the 850R. But everyone is likely to remember the P1800, perhaps Volvo’s most internationally renowned model ever and the one that arouses most emotions.
Planned in Sweden, designed in Italy, unveiled at a car show in Brussels, built in Britain and a huge success in the USA, production of the P1800 took place between 1961 and 1972. It had reached showrooms after 4 years of careful planning and development and while sales numbers were not spectacular, the image viewpoint it played was far bigger role than any previous Volvo model.
A ‘halo model’
The Volvo P1800 was born for that very reason – to attract the attention of passers-by to Volvo’s showrooms and to increase what today is known as ‘floor traffic’.