1990 Volvo 740 GL Estate: A Volvo Vignette

It's impossible to talk about the 240 without mentioning the 740. Why is that you ask? Well, the 740 was meant to be the successor to the 240, but the 240 outlived it! How did that happen though? Well, to put it simply, the 240 was so popular, it was outselling the 740, so Volvo figured it would make more sense to work on the successor for the 740, the 940. However, there's more to the 740's story than being outlived by its predecessor, so let's have a look at this Volvo. 

Before the 700 series, there was the Volvo 260 series, a more luxurious version of the 240 and the most luxurious Volvo at the time. The most popular ex ample of a 260 is the 262 Bertone Coupe. However,  Volvo wanted a different, newer vehicle for their top of the line model, as the 240 was a design from the late '60s and early '70s that was still in use. So what did Volvo have in mind for their new luxury vehicle? They did what they did best and made another boxy car! Similar to the 240 in overall shape, the new 700 series appeared as a widened, slightly shorter 240, with a longer wheelbase, all together with that same classic boxy appearance. 

The 760 was first introduced as a replacement for the 260 in 1982, as the top of the line model. In 1984, the 740, a more affordable version of the 760 was introduced. Volvo positioned the 740 in between the 240 and 760 and aimed it at the intermediate market. In 1986, a two door version, the 780, was introduced, but stuck around until 1990. It was the most expensive version, and not many units sold, making them a somewhat collectible car for Volvo enthusiasts. In 1990, the 760 ceased production, as the new 940 entered production as the replacement for Volvo's new top of the line model. The standard 740 would stay until 1992, just one year shy of the final year of the 240's final year of production. 

Unfortunately, Volvo tried really hard to market the 700 series as a modern vehicle, but the 240 was just too popular of a car. The 700 series did provide Volvo with plenty of success, most notably, saving them from bankruptcy in the 1980s, which would've completely taken them off the map. However, one could imagine that the overall success of the 240 played a pivotal role in that aspect as well. 

Seeing a 740 these days is slightly more uncommon than seeing a 240. As it was made known, the 740 lived in the shadow of the 240, despite being the intended successor, which didn't pan out the way Volvo imagined it would. However, that doesn't mean the 740 didn't sell. Volvo did sell close to 2 million units of the 700 series world wide.