This car was for those who dreamt of owning a sports car but were all right with theidea of a sports car rather than anactual sports car. Volvo played to this in its advertising of the P1800 using headlines as follows.
"This car won't do 150, it just looks like it will."
"This is either the most expensive economy car in the world, or the least expensive Gran Turismo car in the world. We'll sell you either one."
"What's it like to own a $10,000 car? Find out for $3,995."
Some additional ads and brochures are posted below.
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