60 YEARS OF THE VOLVO AMAZON ESTATE
10 January 2023
2022 was a year of significant 60th anniversaries, including one from Volvo. The five-door version of the Amazon was not, of course, their first estate car, as the 1953 Duett remained in production until 1969. But that was a utility vehicle, while the 120-series was the company's first unitary-bodied and car-derived station wagon. It also set the template for all future Volvo estates.
The wagon debuted on the 15th February1962, with the announcement: “ The aim has been to create a spacious family car for long-distance travelling and leisure needs - a functional car which can also be used professionally. It is called the Volvo 221 Amazon”. UK imports commenced in 1963, as the ‘121 Estate’, with an advertising campaign that was an artful blend of practicality with downright snobbery:
VOLVO thoroughbred…sheer joy to drive…incredible versatility…to take you to shooting, picnicking, shopping, hunting, fishing, touring – 65 cubic feet of luggage space…to town, to the golf club – anywhere…elegant, unconcerned…envied finish…superb performance with matching road holding and braking.
So why not call Volvo GB on HYDe Park 0321 to book a demonstration? For £1,270 5d, you too could be enjoying social distinction and the envy of Ford Zodiac Mk. III Farnham and Vauxhall Cresta PB Martin Walter drivers.
Perhaps more importantly, the Volvo was well-planned, down to the integral steps on the rear overriders to assist the fitting and adjusting of a roof rack and the hinged rear numberplate that remained visible if you lowered the bottom half of the tailgate. In addition, the 1,780cc engine was able to cope with the rigours of trunk roads and the M1, while Autocar described the 121 Estate as "An attractive vehicle for the sporting-minded family man and the country dweller".
The Amazon range gained front disc brakes in 1964 – previously, these were only standard on the 122S saloon – and lumbar support adjustment for the front seats. Meanwhile, Ken Rudd of Ford in West Sussex could fit your Volvo station wagon with a P1800-specifcation engine for those who craved more performance. Their conversion included a modified camshaft and cylinder head, twin SU carburettors, an enhanced exhaust system, additional soundproofing, Koni dampers and Pirelli Cinturato tyres.
The result cost £1,399, and the 'Ruddspeed Volvo' was capable of 0 - 60mph in 12.2 seconds and a top speed of over 101 mph, compared with 21 seconds and 89 mph for the standard estate. The chaps of Autocar believed:
Handling is very much improved, the car feeling firm on corners and barely rolling. When the load included four passengers, two big suitcases and a large packing case full of books, the ride still remained good and the extra performance made it very easy to keep up with unladen saloon cars of a similar capacity. With 118bhp to order, the Ruddpseed Volvo estate car is always an interesting way of travelling.
And in 1965, Hampshire Constabulary trialled the Rudd-tuned Volvo and commissioned the first foreign-built patrol cars on British roads. One of their fleet of Amazon Estates has been fully restored, and you can read about its fascinating story here.
The 145 replaced the 120-series station wagon in 1969, by which time the 2-Litre B20 engine powered it. Possibly the best encapsulation of its virtues was the 1967 advertisement which described the Amazon Estate as "The down-to-earth – and up-to-town estate car". And this sales copy almost certainly struck a chord with the nation's Margot and Jerry Leadbetters.