Volvo’s new luxury car model out to impress

If you were at an international airport and had to choose between a German, British, French or Swede to leave your one-year-old child with as you went for a ‘long call’, who would you settle for ?

Perhaps you would hold on until you relieved yourself at 39,000 feet but if things got worse you might settle for the Swede as they build safe boring cars like Volvo and Saab. Well things are changing fast and while they still might hold the safety crown, they would like to make it to the finals of the beauty pageant.

The Swedes have certainly had enough of playing second fiddle to the Germans and French when it comes to the design and architecture of their vehicles. I saw this first-hand at their stand at a recent motor show. Volvo have indeed stepped up their game with two in-house strategies: First, a scalable vehicle architecture, which allows most Volvo models to be built on the same production line irrespective of vehicle size and complexity. Second, is a new engine range consisting solely of downsized, four-cylinder petrol and diesel engines.

The innovation programme also includes a new 8-speed automatic transmission — and a new Flywheel Kinetic Energy Recovery System.

What stopped me in my tracks was not the techno-talk but the design bravery exhibited in the new Concept You — a luxury saloon concept designed around modern people. “Concept You gives a good indication of what you can expect from our next large saloon. The blend of contemporary Scandinavian design, exquisite craftsmanship and intuitive technology will appeal to luxury car buyers all over the world,” says Stefan Jacoby, President and CEO of the Volvo Car Corporation.

Concept You is the successor to the Concept Universe. Both are being used to obtain input from global car buyers in order to find the ultimate design of the next large saloon from Volvo. The firm has also collected feedback on Concept Universe, through surveys and monitoring social media. “The most valuable input has been used in the development of the Concept You. This car features a more daring, coupe-like profile than the Concept Universe, while the front moves towards a more classic Volvo look. Its rear, however, has hints of the Jaguar XJ and Audi A7 Sportsback. “The fastback profile mirrors a strong trend among European buyers. With growing signs that Chinese “taste buds” are moving rapidly in the same direction, their main aim is to explore how daring the next large saloon should be in order to be a global success. They are very eager to hear what people think about the Concept You.”

With the Jaguar already clawing its way back into our lives through CMC and Audi planning a long overdue comeback, should Volvo step up its game in the region? I think they should do something urgently or lose out totally. The brand is rather quiet locally under the stewardship of Amazon Motors but the Volvo Car Corporation’s ambitious strategy is to achieve profitable growth by being a truly global company with products designed around customers’ needs and lifestyle.

“They intend to be the brand that best interprets what buyers of modern luxury cars want. According to Volvo “The Concept You reflects how people’s perception of luxury is moving beyond the traditional perspective. They believe that there is a growing appreciation for the ingenious blend of elegant design, superior craftsmanship and smart technology”.

The Volvo aims to make people’s lives less complicated and more enjoyable while strengthening its commitment to safety and environment.

Mr Jacoby concluded by telling us that they will compete with the best with a special kind of luxury car. We can only wait and see if the local dealer is on the same page in this global strategy.