The humble hatchback makes a comeback

Some companies are moving away from hatches. The hatchback version of the Ford Focus was popular, but Ford stopped offering the hatch version with its latest redesign of that car. Chevrolet refreshed the sedan version of its Aveo economy car, but let the hatch languish another year with an outdated look. BMW has decided against including a hatch when its diminutive 1 Series line goes on sale here next spring, even though the hatch version sells briskly in Europe. And Saab, once known for its quirky hatches, has given up on them in favor of small wagons, which they call “SportCombis.”

Volvo’s eagerness to put out a new hatch of its own is in sharp contrast. For better and for worse, Volvo was long thought of as a company that made safe, conservative-looking cars. The company brought out the C30 in an effort to change its image, Battaglia says, and attract younger buyers. "People still think of us as selling boxy wagons,” he says.

The C30 comes in two flavors, named 1.0 and 2.0 like computer software. (However, in computer software, such numbering typically designates sequential releases, not two versions of the same program.)

For the C30 Version 1.0, the base price is $22,700, and for the C30 Version 2.0, it is $25,700. Each adds a $745 destination charge as well.

Both versions are front-wheel drive and are powered by a five-cylinder 227-horsepower engine. But the 2.0 is the sportier-looking one thanks to more aggressive 18-inch wheels, a premium audio system, aluminum dashboard inlays and a sporty body kit.

The C30 is aimed at singles and couples without children. “We told the dealers, if you see [customers] loading up a stroller, don't even show them the C30,” Battaglia says.

Volvo is promoting the C30 as an opportunity for personal expression, with 17 exterior colors (including “Gecko Green”), a dozen interior schemes and a full complement of accessories, allowing for what Volvo estimates at 5 million possible unique combinations. This high degree of personalization was a technique recently employed to great success by Mini, even if it sometimes took a while for those personalized Minis to be built. Volvo is one-upping Mini by aiming for a delivery time of around two weeks, Battaglia says.

A fully rigged and totally one-of-a-kind C30 could end up costing $40,000, but Battaglia says he expects most of the cars to sell for closer to $25,000.

If you want the practicality of a hatchback without sacrificing luxury, take a look at your seven choices by clicking on the “slide show” link above.

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