Volvo XC90 Launch
The new VOLVO showroom in Greenlane is stunning and testament to the rapidly increasing position VOLVO has in the luxury vehicle segment - the fastest growing luxury brand in the world. And like the new XC90, the showroom exudes Swedish design - minimalist, chic and downright cool.
Some 35,000 people pre-ordered the new XC90 before it was off the production line and without even viewing it. Thomas Ingenlath, Senior Vice President Design at Volvo Car Group, is certainly proving his worth as head of design and the XC90 reviews have been phenomenal. For the discerning buyer VOLVO is now showing the German competition who’s boss. More importantly, the VOLVO brand is not just sitting on the fringe, it’s now for many a first consideration that imparts that ‘Swedish-cool’ factor in much the same way Apple does for owners of Apple products - a market position only possible through the application of stunning design and pushing the boundaries of innovation. For those two brands, selling more product than the competition is not the imperative. It’s about having a product everybody aspires to own and maintaining that position in the market.
One example of this is the collaboration between VOLVO with UK stereo equipment supreme Bowers and Wilkins to design what is possibly the best in-vehicle entertainment system. This stunning 19-speaker system is offered as an upgrade on the XC90 - but given the additional cost is only about a third the price of a ‘similar’ upgrade on any other luxury brand its hard to imagine the XC90 buyer doing anything other than considering it an essential part of the package.
Steve Kenchington, the NZ head of VOLVO cars puts it nicely when summing up the XC90 ‘When all you want is everything’. Thomas has rolled out many of the concept elements in this vehicle so if you want to see what all the buzz is about you can see the XC90 at the new VOLVO showroom at Archibald and Shorter in Greenlane.
Some cool links on Scandinavian design from the ‘Dr of Design’:
A great interview with Thomas Ingenlath, Senior Vice President Design at Volvo Car Group: click to view
Thomas Ingenlath On Scandinavian Design and its impact on car design And Electrification: