Volvo's $10K Polestar price cut to continue in 2015

This week’s $10,000 price cut for the high-performance Volvo S60 Polestar sedan should carry on into the model year 2015 version, which is expected to arrive around the end of the year along with a V60 Polestar wagon.

That’s Volvo Car Australia’s plan, as it waits to see the response to the repositioning of its high-performance turbocharged all-wheel drive sedan to $99,950 from $109,950.

“We would like to (hold the price),” confirmed VCA Managing Director Matt Braid. “We have to assess the final equipment spec of the MY15 version and that is one caveat. But we are keen to see how the MY14 version performs at that price point.”

Braid made it clear dropping the price of the S60 Polestar was a response to Audi’s decision to chop more than $14,000 from the list price of the S4 sedan, resetting it at $105,000.

“The S4 is our most logical competitor... We dropped the price basically to make a statement that we will go head to head and compete just as hard as we would elsewhere in the range.

“Our car is good enough, we believe in it, we have had good response, so let’s let it compete with probably our most logical competitor on a price-point as well.”

VCA has also admitted media criticism of the pricing has helped encourage a rethink.

Braid all but confirmed the addition of the wagon: “I can tell you we are talking about bringing the V60 in as well.”

He also said the intention would be to price it identically with the sedan and that volume availability would grow from the 50 examples each of the MY13 and MY14 that have been offered – the latter from later this month.

He denied the price drop had been prompted by slow sales, saying the success of the S60 in V8 Supercars racing had actually lifted interest in the Polestar, as it had for the entire S60 line-up, sales of which are up 62.5 per cent year-on-year according to VFACTS registrations figures to the end of April.

“The racing program is being built around creating credibility and opportunity for the S60 and greater awareness,” said Braid.

“We are seeing a clear distinction in the way our enquiry curve on S60 tracked prior to racing and how it has tracked post the Clipsal 500 (opening round of the V8 Supercars Championship), which is very interesting.”

Lead driver Scott McLaughlin broke through for Volvo Polestar Racing’s first championship race win last weekend in Perth.

While there were some prior limited-editions, the first ‘full-fat’ 257kW S60 Polestar launched in 2013 as a prototype was sold only in Australia.

Developed by Volvo’s global performance and motorsport partner Polestar, it has become a full-time member of the local range in 2014 and begins expanding into other selected global markets with the MY15.

Judging by overseas reports, the MY15 is an evolutionary effort, with a shift up from 19 to 20-inch rubber one of the most obvious changes.

But the combination of 3.0-litre inline six-cylinder with Borg Warner twin-scroll turbo, Haldex all-wheel drive, Brembo brakes, Ohlins adjustable dampers and some minor styling tickles above and beyond the T6 R-Design continue.