When delving into the concept for our latest project, we embarked on a journey of discovery that led us to an old Volvo advertisement with a catchy slogan: "This is not your uncle Olaf's Volvo." It's an intriguing statement, one that resonates with the perception many have of Volvo, primarily known for its trucks and classic car models.
Volvo, a stalwart in the automotive industry since its inception in 1927, has long been associated with the virtues of reliability, safety, and practicality, all infused with a distinct Scandinavian elegance. Throughout its 91-year history, Volvo has garnered unwavering loyalty from its customers. Yet, today, Volvo Cars stands as a symbol of transformation, evolving into one of the world's most renowned and respected car brands.
With sales reaching an impressive 427,000 units in 2013 across approximately 100 countries, Volvo Cars has taken a bold step into the realm of luxury automobiles. This transition gained momentum with the resounding success of the XC90 luxury SUV, setting the stage for a new era. Enter the S90, Volvo's flagship luxury sedan, poised to replace the aging S80.
While the S80 has undoubtedly served its purpose as a reliable vehicle, its design and features had remained largely unchanged for nearly a decade, showing the signs of time. Regrettably, its conservative styling failed to generate the robust sales figures Volvo aspired to achieve.
Our mission with the S90 project was clear: to build upon the success of the XC90 while preserving Volvo's enduring values. We recognized that simplicity of design, functionality, and a commitment to innovation were the cornerstones of Volvo's identity.
In this endeavor, we aimed to breathe new life into Volvo's legacy, seamlessly blending its rich heritage with contemporary luxury. Our vision was to create a vehicle that not only met the high standards set by Volvo's past but also exceeded the expectations of today's discerning consumers.
As art unfolded before our eyes, we embarked on a journey to revitalize the essence of Volvo while embracing the demands of the modern luxury car market. The S90 project stands as a testament to our commitment to innovation, design excellence, and a profound respect for Volvo's enduring legacy.
