Volvo had its official launch of the new C70 coupé convertible yesterday and opted for one of the world's greatest stretches of road as the test route.
A 12km mountain climb in Dubai, with continuous corners and empty of all but the odd official vehicle, the route certainly put the chassis to the test.
The Swedes are confident the time has finally come for the C70 to make a serious dent in what has become a popular sector of the Irish car market.
With customer profiles now showing the brand increasingly popular with women, those in their mid-40s and with families, the new C70 should fit nicely into a niche initially developed by the likes of the Peugeot 206CC. The new model has clearly set its sights on several competitors, such as the convertible versions of the BMW 318, Audis A4 and the Saab 9-3. With prices starting at €51,750 for the 2.4-litre entry specification, it's well placed to take on the premium market and Volvo Ireland's new managing director David Badderly is confident it will surpass the previous model by some margin. Of the 120 C70s allocated to Ireland for 2006, 70 orders have already been placed.
According to Volvo, the security of the hard-top with the allure of open-top should make the C70 particularly attractive.
Initially two petrol engines are on offer: the 2.4-litre 170bhp and the more performance-orientated 2.5-litre T5 220bhp version.
Prices for the latter start at €61,200. A diesel 180bhp D5 version will arrive before the end of the year, with prices starting at €56,000 for the entry-level S-specification. Irish buyers are expected to mainly choose either the 2.4-litre or D5.