An interesting marketing challenge occurs when your brand become so strongly identified with a particular trait. Volvo = Safety is almost a given. Volvo = Performance is the challenge facing the European luxury car maker. Next year Volvo will release two high powered R models that will be some of the fastest cars in production. Can they persuade BMW, Porsche, Mercedes enthusiasts that the S60R is not a stodgy sedan? Will the performance proposition alienate Volvo's core audience?