Volvo out to boost appeal of 40 series

Volvo is pushing its 40 series range with a new pitch, called "a 40 for under 50."

The campaign aims its S40 and V40 model range at buyers who want a European car but don't want to pay more than $50,000.

Volvo says the S40 (sedan) and V40 (wagon) are not budget models. Each comes with class-leading standard equipment, including anti-lock ABS brakes, dual front and side airbags.

"The 40 series boasts far higher levels of specification than many rival models," said John Snaith, general manager of Volvo agents Scandanavian Vehicle Distributors.

"We have maintained Volvo's core values by offering a car which retains features common to the rest of the range."

The 40 series was the first car in its class to achieve a maximum score from Europe's NCAP crash-test programme.