We go inside the wonderful new World of Volvo museum

Gavin Braithwaite-Smith

July 10, 2024

Gothenburg’s newest attraction
© Rasmus Hjortshoj
‘The Volvo Museum is closed. Instead, visit us at World of Volvo.’ This is the message you’ll receive on the website for the old Volvo Museum, which closed at the end of 2023. But fear not, because on 14 April 2024 – 97 years to the day since the first ever Volvo left the factory – the company threw open the doors to its new exhibition centre in Gothenburg. Here’s what you can expect to find.
What is World of Volvo
© Rasmus Hjortshoj
It’s more than just a car museum. Indeed, Volvo calls it an ‘experience centre’, where you’ll find exhibitions, meeting places, conference facilities and restaurants. Crucially, it’s a joint venture between Volvo Cars and Volvo Group, which means you’ll discover everything from the, ahem, world of Volvo, including mechanical diggers, boats, trucks, buses and military vehicles. It’s also a place where Volvo customers can take delivery of their new vehicle.
Is the building anything special
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Just a bit. The 22,000-square-metre building was designed by Danish architectural firm Henning Larsen. Its associate design director Stenberg Ringnér said: “Our aspiration was to create a structure that would not only resonate with the essence of Volvo, but would also respect our surroundings and society’s values”. It features 2,800 tons of wood from Sweden, Austria and Germany, which must have caused a few sleepless nights when a huge fire engulfed the newly built water park on the other side of the river Götaälv.
How much does it cost to visit World of Volvo
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Magnus Wrahme, CEO of World of Volvo, said: “We are happy to welcome the general public to World of Volvo. A building is nothing without people and activities. We want World of Volvo to be a central location for meetings and experiences, for local residents and international visitors alike.” But while it’s free to enter the building and use the shared spaces, you’ll need to buy a ticket to access the interactive, multi-level exhibition.
Is it just cars at World of Volvo
© Rasmus Hjortshoj
Volvo Cars and Volvo Group have been separate entities since 1999 when Ford paid $6.45 billion for the car side of things. Eleven years later, Geely paid $1.8 billion for Volvo Cars, but the two groups have remained separate. This is the largest collaboration between the two companies, which means you’ll see everything from construction equipment to cars, and buses to industrial engines.
Can I use a digger at World of Volvo
© Rasmus Hjortshoj
Yes, you can use a mechanical digger at World of Volvo. It’s one of several hands-on experiences at the exhibition centre, which focus on the past, present and future of Volvo vehicles. But what about the cars?
Volvo OV4
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Greeting you when you enter the exhibition space is the first series-produced Volvo, which left the factory in Gothenburg on 14 April 1927. The ÖV4 (Open wagon, 4 passengers) was a commercial failure, partly because it was too expensive, but also because the Swedes were reluctant to drive an open vehicle. A total of 10 pre-production cars were built, but this is the only example that remains.
Volvo PV60
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The World of Volvo entrance hall currently contains three vehicles: a new EX90 electric SUV, an FM Globetrotter truck and this 1946 PV60. But not just any PV60; it shares a birthday with HM The King of Sweden, Carl Gustaf, who received the car on his 50th birthday. He drives it at the annual Swedish King’s Rally on the island of Öland.
Volvo PV445 Duett
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The PV444 was Volvo’s first big-selling passenger car and its chassis would be used for a range of different vehicles, including the PV445 Duett. Prior to its launch in 1953, Volvo delivered rolling chassis to its dealers, where customers could select a body from several different coachbuilders. The Duett was the company’s first in-house estate car, helping to lay the foundations for decades of growth.
Volvo P1800
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Without going all ‘M&S’, this is no ordinary Volvo P1800. It’s the late Irv Gordon’s 1966 P1800, which still holds the record for the most miles driven in a single car – a staggering 3.2 million of them. When Irv Gordon passed away in mid-November 2018, the odometer read 3,260,257 miles. He was quoted as saying: “I expect I will still be driving the car until there is nothing left of me. It’s in better shape than me”.
Volvo Experimental Safety Car
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The VESC (Volvo Experimental Safety Car) is arguably the coolest car at the World of Volvo exhibition. Unveiled at the 1972 Geneva Motor Show, it previewed a new design direction for Volvo and showcased a range of innovative safety solutions. Highlights include the rear-view camera and screen, both of which were supplied by Mitsubishi Electric, plus ABS, multiple airbags, headlight washers and wipers, and pronounced impact bumpers.
Volvo 145
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Volvo’s 140 series represented a big departure for Volvo, not least in the naming department, with the car adopting a new logical nomenclature. The last digit marked the number of doors, so 142 for a two-door saloon, 144 for a four-door saloon and 145 for the estate. Launched in November 1967, the 145 was the final piece in the 140 jigsaw, and certainly the most significant, as the body style became a halo product for the entire brand.
Volvo 360 GLT
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Note the UK registration number on this glorious 1983 Volvo 360 GLT. The car was part of the UK heritage fleet, but was driven to Sweden by the former boss of the company’s finance department, who took the ferry to the Hook of Holland, drove through the Netherlands and Germany, into Denmark, across the famous Øresund Bridge, and up to Gothenburg.
Volvo 760 GLE
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Assuming you can divert your attention away from the marvellous F88 truck, take a look at this Volvo 760 GLE. Launched in 1982, it was powered by the familiar PRV V6 engine, as fitted to a range of Peugeot, Renault and Volvo cars. It was an era of stylish, powerful and highly individual saloons, with the 760 GLE rivalling the likes of the Ford Granada 2.8 Injection, Opel Senator 3.0S, Mercedes-Benz 280SE, BMW 528i and Rover 2600S.
Volvo 240
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‘Icon’ is an overused word, especially in automotive circles, but the Volvo 240 estate (formerly known as the 245) is fit to be described as such. Launched in 1974, the estate was still in production in the 1990s, with the 240 bowing out in 1993. The Polar seen here was one of the last models.
Volvo 240 Turbo
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In 1985, the Volvo 240 Turbo – aka ‘The flying brick’ – won both the European Touring Car Championship (ETC) and the Deutsche Tourenwagen Meisterschaft (DTM). Quite an achievement for a brand not recognised for its sporting success. Mind you, not every Volvo had a four-pot engine with Bosch K-jetronic fuel injection and a Garrett turbocharger. Group A regulations meant that 5,000 road cars had to be built every year, but none came to the UK. Well, not officially.
Volvo 850 T-5R
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The T5 was the first hot Volvo 850. Launched in 1993, it was powered by a turbocharged 2.3-litre five-cylinder engine producing 225hp. Two years later, Volvo unleashed the 850R, with 250hp and a suite of upgrades. Sitting in between these two models you’ll find the 850 T-5R. Produced in limited numbers, the T-5R offered 240hp, but only 400 saloons and estates came to Britain.
Interactive World of Volvo
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We took this photo inside the World of Volvo exhibition to give you an idea of the vehicles currently on display. It’s worth noting that there are many cars missing from the lineup, so the exhibition will change periodically. We also spoke with a couple of car enthusiasts from Sweden who told us they’re disappointed that so many classic Volvos are no longer on display to the general public. In fairness, the display is beautifully curated.
Volvo EX90
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Breaking free of Retro Motor territory for a moment, this is the new Volvo EX90, a fully electric seven-seat SUV. Production at Volvo’s plant in South Carolina started in June 2024, with the first UK deliveries due before the end of the year. Keep an eye on our sister Motoring Research website for the latest news and driving impressions.
A trucking good day out
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Is it worth making a special trip to Gothenburg to visit World of Volvo? Unless you’re a serious Volvo enthusiast, probably not, but if you’re in the city or driving through Sweden this summer, you should definitely set aside a morning or afternoon to immerse yourself in all things Volvo. For more information – and to book a ticket – visit the World of Volvo website.