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Some cars, as we all know, are taken for granted due to their sheer familiarity. The 140 series was a presence on British roads for many years, as well as starring in The Good Life. Yet, its impact on both Volvo and motoring per se is too frequently overlooked. This was the vehicle that persuaded many a bank manager or market town solicitor to “buy foreign” for the very first time.

The 144 made its bow in 1966 and while many were impressed with its functional yet smart appearance; Volvo saw it as ‘a fundamental view for the rational car’.  Meanwhile, others noted its list of “ safety features” – a collapsible steering column, - dual-circuit disc brakes fore & aft and energy-absorbing crumple zones front and rear. One slightly anachronistic touch was the fresh air vents in the footwells rather than the fascia – a deliberate choice on Volvo’s part. Otherwise, the 144 made the Amazon (which would continue in production until 1970) seem faintly dated by comparison.

Volvo informed British motorists that their latest model was ‘Created in Sweden – with all the care in the world’. It was also as sensible as Richard Baker reading the Nine O’Clock News, down to the 1967 Motor Show catalogue listing ‘rustproof bumpers with rubber overriders’ as a sales feature. The initial line-up range comprised the basic 144, the 144 Automatic and the 115BHP 144S which could be specified with overdrive.

The chap from Motor Sport complained that ‘the old rugged individual look of these Swedish cars has been lost’ - ironically, the Amazon derived its looks from early 1950s Detroit machinery. However, motorists across Europe saw the new Volvo as an alternative to the Rover P6, the Triumph 2000, the Peugeot 404 and even the BMW “Neue Klasse”.

1967 saw the debuts of the two-door 142 and the mighty 145 estate – the ‘down-to-earth and up-to-town estate car’, to quote the advertisements. Early 144s were powered by the familiar 1.8-litre ‘B18’ unit, but two years later Volvo offered the B20 2-litre plant which ‘gets you away from the lights very quickly’. The UK price was £1,471 10s 6d which was highly reasonable for a car aimed at ‘particular people’ – i.e. those who regarded the Ford Corsair 2000E was the last word in naffness.  

Motor considered that while the latest 140 ‘doesn’t qualify as the sports saloon that many people seem to consider it to be’, it was still ‘a big, roomy, comfortable saloon devoid of decorative embellishment yet beautifully finished and constructed and full of sound detail engineering’.  1968 also marked the first appearance of the 3-Litre 164 but it was the 140 that was to be the mainstay of Volvo’s car range. 

For the 1971 model year, there was a new black radiator grille and a GL version as featured in this extremely entertaining commercial -

- is that Donald Sinden on voice-over duties? This was ‘The aristocrat of the 140-series’. Here was a leather upholstered “executive transport” that was ‘Impressively powerful. Impressively attractive’.

Shortly afterwards Volvo introduced the 144E/145E with Bosch electronic fuel injection, ‘for the most discerning of modern motorists, a safe car with a brilliant performance’. The term “discerning” really should make a comeback in modern sales copy. The December 1972 edition of  Car magazine thought the 145E ‘well-made’ but ‘its roadability is out of date in other words, just as its engine is antiquated in its performance, and too noisy as well. Visually the 145 has some appeal and it will certainly carry a lot of people, or a lot of anything you like, come to that’.

However, in the previous year, Autocar concluded that the Volvo Estate had ‘few rivals on the score of practicability. Added to this, it is very comfortable, goes well and handles adequately. Even more important, there is every indication that it will prove reliable and long-lasting’. Surely Margo and Jerry Leadbetter must have seen this road test?

The 240 succeeded the 140 in 1974, by which time they could be seen throughout the sort of housing estates where barbeques parties took place almost every weekend. And perhaps an Autocar test of the 144GL best encapsulated the reasons for their popularity– ‘Quality and finish the secret of Volvo appeal’.

Why choose Lancaster Insurance?

Here at Lancaster, we love classic cars as much as you do and we understand what it takes to protect them for future generations.

We have links with some of the top classic car clubs around the country and some of our policies even offer discounts of up to 25% for club members.

Other benefits of classic car insurance through Lancaster can include:

• Historic rally cover
• Static show cover
• Limit mileage discounts
• Choice of repairer
• 24-hour claims helpline

Give your classic the protection it deserves and get a quote for your Volvo today.