No, this isn't a joke. At least, not as far as we can tell, and not unless Sweden celebrates April Fool's a few days after everyone else.
Swedish C30 buyers will, from April 7, be able to order their new C30 with one of 20 official film coatings to transform their glassy little hatch into something a little more, erm, awful.
The range of films includes wood panelling, zebra striping, camouflage pink and a very fetching rainbow gradient effect. No word yet on whether you'll be able to order the patented 'Provocative Alabama Spraypaint' effect. We fear not.
The makeover isn't merely cosmetic, however. Some might argue that it's not cosmetic at all. The coating is guaranteed not to damage the paintwork underneath but instead protect it for up to two years.
Which doesn't make it a good idea. We know you're trying to get in with the yoof crowd, Volvo, but this is worse than David Cameron's 'Hug a Hoodie' campaign.