Brochure images are from the collection of Mark J. McCourt
In 1977, Volvo was celebrating the 50th anniversary of its start of automobile production with 1927’s ÖV4. The Swedish automaker took this opportunity to publish a 20-page brochure that defined where they were at that time, and by giving a historic overview, how they got there. It included images of pre- and postwar models, and was a thoroughly sensible, typically understated way for Volvo to toot its own horn.
Highlights included discussion of pioneering safety advancements (including Nils Bohlin‘s industry-changing three-point seat belt) and environmental innovations (the Lambda-sond having won Volvo major kudos from the National Environmental Industries Council).
The 264 “Jubilee Edition” model was prominently shown in this brochure, although there was no mention of it in the text. This cosmetic edition -a $95 option, according to the window sticker- could be picked out for its silver paint, gold-and-black striping, alloy wheels and special “Volvo 1927-1977″ grille, fender, rear deck and steering wheel badges; there was also a silver “Anniversary Car” badge mounted to the glove box door bearing the signature of then-Volvo CEO Pehr G. Gyllenhammar. Volvo buyers in some markets also had the option of purchasing a 244 Jubileum, which was largely similar save for the four-cylinder (versus V-6) engine, single round headlamps/flat hood styling and standard steel wheels.
A Swedish-market 1977 244 Jubileum with an early P1800; photo courtesy Volvo Cars
There were many things on the horizon for Volvo the following year, when the luxurious and controversial 262C Bertone debuted, as well as the stylish 242GT– but that’s a story for another brochure.
Read on, and click on the thumbnails below to enlarge.
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