Volvo is a company on a mission, one that is intent on beating its own drums to make car shoppers realize that the sleek and sexy sedans, wagons, convertibles, and SUVs they see cruising down the highways are indeed Volvo models, that the only tie to the past is the brand’s focus on safety and its Scandinavian heritage. Now it’s time for buyers to consider competitive performance as a reason to purchase.

After the 2007 Volvo S80 goes on sale later this year, company officials are estimating that annual production will ramp up to 50,000 units, with nearly 70 percent of total S80 sales to buyers new to the Volvo brand.