Speaking at the launch of the S60 sports saloon, Mr Olsson said: “Women are treated badly by the motor trade and Volvo dealers should treat them as customers, not women.
“Our dealers have invested in buildings. Now we want them to invest in people and technology ready for a new generation of customers who use the internet as part of their everyday lives.”
Mr Olsson, Volvo president and chief executive officer, said the new model was the start of a 'revolvolution' by the Ford-owned manufacturer. The word would embrace new products, people and dealers over the next few years.
Additions to the range would include a sports utility-style vehicle to complement the Volvo Cross Country and he thought there was room for a small car.
“People look at design and engines when they make their choice,” said Mr Olsson. “These two things make a car and if you have unique designs, then the more interested customers become.”
The S60 will make its debut at the Birmingham Motor Show in October with orders being taken immediately afterwards. Deliveries should start early next year.
UK managing director Gerry Keaney forecast 6,000 to 6,500 sales a year. He said: “In this segment the Audi A4 sells around 18,000, BMW 3 Series 30,000 and the Lexus IS200 6,500. Our target is realistic based on creating a premium position within the segment.”
Volvo UK will launch the 2-litre 163bhp turbo model at £20,650 (expected to take 50% of sales) with the range-topping 250bhp T5 version priced £26,550. Also available will be a 190bhp 2.4-litre low pressure turbo.