The Volvo 480 history

It was in the late seventies that Volvo started its G-13 Project: developing a compact economical Volvo for the US market. The future production location was known in advance: the city of Born in the Netherlands. This was the site of the DAF car factory, which had been taken over by the Volvo Car Corporation in 1973. And this was also where the Volvo 300 series was manufactured.
Market research
The requirements for the new car were known by the end of 1979. Market research had been completed, the target group was clear. The car was to be a real eye-catcher, a front-wheel-driven model with a 2.5 m wheelbase. Its floor panel had to be such that it could also be used for other models. The first one, the pioneer for a whole new series, was to be a sports-car-like model.
Project G-13
Because design was a key requirement, no less than four design agencies were involved. First of all there was Volvo’s design department in Sweden. Then there was the styling department in Helmond, the Netherlands. They had also designed the 300 series (originally for DAF). This department was seen as a local office of the Volvo Car Corporation. Further, two famous Italian styling houses were contracted. All four got the same brief: design a new car and present a 1:5 scale model.
P1800 elements
The head of the Helmond styling department, which at that time was working mainly on changes to the 300 series, was Rob Koch. Rob formed a four-man team which, working part-time, started on the G-13 project. As it turned out, the ideas developed by team member John de Vries would have a decisive influence on the development of what was later to become the Volvo 480. It was John who, from the start, took the handsome Volvo P1800-ES as the starting point for the design.
Who wins?
On 9 June 1981 four scale models were presented to the Swedish Board. One model was dropped because the rear view was too restricted, while another model was considered too angular. It was the Dutch model that got the go-ahead, even though it did not have enough of the traditional Volvo characteristics. The Swedes too were allowed to continue developing their model. This was an important moment in the history of the Volvo 480. Further development of the car, which did not yet have the final touch of the 480, took place under the name "Galaxy". The model initially had normal headlights, although John de Vries already knew for a long time that these would not meet the US legal requirements because they were placed too high. In the period that followed, several styling changes were made. In Helmond as well as in England and Sweden the number of people working on the Galaxy, the future 480, continued to grow. After a number of open air presentations the final choice was made and the Swedish model, the Galaxy's last competitor, was dropped too.
Getting there
So development continued. A number of full-scale models were made from clay, wood and epoxy. At this stage the special characteristics were introduced: the pop-up headlights, the small grill which was moved underneath the bumper, and the keyhole which was moved to its unusual position. In 1982 the car got its first engine and was taken to the road. Testing took place mainly in the US. However, a number of problems began to emerge for the 480. Especially due to the decline in the US dollar exchange rate, it became increasingly unlikely that the car would be introduced in the States. But after several more years of hard work the car was ready. In September 1985 automobile magazines published the first stealthily taken pictures, and on 15 October 1985 the international press got its first view of the new Volvo.
Ready at last
In March 1986, at the Geneva motor show, the car was presented to the general public for the first time. Introduction in the US was postponed, but in Europe, sale of the Volvo 480 ES started three months later. The international press raved about the new car, which was a valuable new addition to the Volvo range. Every journalist mentioned the car's superior looks and handling. In those days the electronic information display was unique for cars in this class, and the progressive approach shown by incorporating it greatly impressed the press. The car had many aspects typical of sports cars, but the usual Volvo characteristics of safety and comfort were also very much in evidence. Although most reactions were positive, there were also a few minor complaints, for instance about the 1700 cc engine, which some felt was not powerful enough. Volvo responded by announcing that a Turbo version would follow.
The first years
The first year after the introduction of the Volvo 480 demand outstripped supply: less than 1,000 cars could be produced. Early in 1987 the production line in Born was finally ready. But even its 20,000-a-year capacity was not enough: planned sales amounted to 10,000 in Europe and 25,000 in the States. Although exporting the car to the United States was still on the cards, it was again postponed, this time to 1988. Sales in Europe were good in spite of some logistic difficulties, mainly with the electronics. The Turbo version was presented at the end of 1987 and was available to the public in early 1988. The first rumours about a convertible appeared that same year. The year 1988 was the top year: 16,000 Volvo 480s took it to the road. There was as much interest in the Turbo as in the 480 ES version. The United Kingdom, Italy, the Netherlands, Sweden, Germany, Belgium and France sold many Volvo 480s, but not a single car was sold in the US. This situation did not improve in 1989, while new legal requirements in the US did not make things easier either. In the meantime the 440, a compact family car, had been introduced, and because this model, too, was very successful the need to increase production of the 480 was less pressing. The 440 and later the 460 became the mainstay of Volvo Car Nederland.
Without roof
In March 1990 a study model of the 480 convertible was shown at the Geneva motor show. Finally, after all the rumours. This Turbo convertible with rollbar was enthusiastically reviewed by the press. Just as Volvo wanted to start production, a major supplier went bankrupt. That's the sad story of the convertible. Not as a study model but really for sale was the 480 with automatic transmission made by ZF. There is little to report about the Volvo 480 in 1991. Volvo Car was involved in negotiations with the Dutch authorities, Volvo Sweden, Renault and Mitsubishi about the future of the factory in Born.
The Volvo 480-Register
There is an enthusiastic group of Volvo 480 drivers, in the Netherlands but also in other countries. While the car was still being produced, a club was set up similar to those for the other Volvo classics such as the 1800 and the V-44. The club, the Volvo 480-Register, was founded in Born on 20 February 1992. Over fifty people met with Rob Koch, who was made an honorary member, to share their enthusiasm in the Volvo 480.
New models
At the same time, Volvo decided to introduce a new model, the Volvo 480 ES Two Tone, which it hoped would boost sales. The Two Tone, which had many special features, was on sale for only one year, 1992. The Two Tone Turbo still is a rarity. Further, there was a stripped-down version of the ES, the 480 S.

In 1993 the 1700 cc engine was replaced by a 2000 cc engine. This was necessary mainly because catalytic converters had become compulsory, and these required extra horsepower. The Turbo version remained based on the 1700 cc engine, but during the years, several changes were made to the motor management electronics. Sales slowed down, and in 1994 Volvo lowered its prices for the 480 series. That year, the 480 ES 2.0i was the basic model. In addition to the GT Turbo there was also a regular GT, with ABS, cruise control, leather upholstery and light alloy wheels.

The last...
Some years before, there had been changes in the ownership of Volvo Car Nederland. The Dutch State, having a 33 1/3 share in the Born production facilities, wanted to decrease its influence and a new company was set up, NedCar BV, with Volvo and Mitsubishi as its main partners. Born was to produce both Volvos and Mitsubishis, and in 1995 production of the 480 was ended. The last Volvo 480 came off the production line on 7 September 1995. In total, 80,463 Volvo 480's were made. In the ten years it was produced the car underwent minor changes only. Sales in Europe were good, but those poor Americans never experienced the feeling of driving a Volvo 480 ...