Volvo Cars Looking To Define Their Own Version Of Luxury

According to Volvo, some of the world’s most established luxury brands are currently facing a tough challenge as consumers’ expectations and perception of luxury is evolving faster than ever.

In order to get ahead of the trend, Volvo commissioned trend agency Kjaer Global to focus on the evolution of luxury over time and provide their input on the continuing brand transformation that Volvo is currently undertaking.

Based on this report (due to be published early next year), Volvo believes that the nature of luxury has moved on from a measure of asset and ownership-related wealth to a scarcity of time and life-enhancing experiences.

To the Swedish manufacturer, this indicates that many luxury brands now have to reinvent themselves in order to better embody the modern interpretation of “no-logo-luxury”, as sales of heavily branded mass manufactured goods drop in favor of products that appeal only to those “in-the-know” who appreciate a more discrete branding and craftsmanship.

A very good example would be the fast-evolving smartphone and sector, where big manufacturers such as Samsung, Apple, LG, HTC and so on are now being seriously challenged by high quality and well-performing Chinese products from the likes of Huawei, Xiaomi or OnePlus. People who are “in-the-know” generally think of themselves as being clever when recognizing a strong product, where others might only see a lack of branding. Hard to argue against that.

Volvo Senior VP Bjorn Annwall stated that “We think that we have understood the nature of the new luxury experience – but that will be up to our customers to decide. Volvo Cars has always been different. We have always approached design and the entire car experience from a human perspective, and I believe that this is what makes our cars increasingly relevant,” while discussing the impending launch of their new S90 premium sedan.

Of course, the all-new XC90 has already confirmed Volvo’s brand position as a true premium player in the automotive industry, which means that we have plenty to look forward to as far as the Swedish manufacturer is concerned.


Harley-Davidson Halts LiveWire Electric Bike Production Over Charging Issue

The electric motorbike will top up its battery in 1 hour with a dedicated charger, but needs 10 hours with a standard home outlet.

Crashed Camaro ZL1 With Less Than 50 Miles Is Pleading To Be Saved From The Grave

The track-focused version of the Camaro has sustained damage both front and rear, yet even so it has, so far, attracted a highest bid of $20k.

Ringbrothers Provides Glimpse Of SEMA ’69 Camaro And Mustang Projects

Both the Ringbrothers Camaro and Mustang will feature powerful V8 engines.

2020 BMW 2 Series Gran Coupe Revealed In All Its Glory

BMW is coming after Mercedes’ CLA with the new 2 Series Gran Coupe based on the 1 Series FWD hatch.

Europe’s 2020 Toyota Yaris Shows Its All-New Face Ahead Of Imminent Debut

First images reveal the design of the all-new Toyota Yaris/Vitz for Europe, Asia and other markets.

Mercedes-AMG C63 S Driver Runs Out Of Talent And Into A Tree

This W205 Mercedes-AMG C63 S crashed while leaving an event at a convention center in Rotterdam, Netherlands.

Mazda Teases Interior Of Its First Production Electric Car

Mazda’s first-ever production EV will be a subcompact model packing the latest technologies and sustainable materials.

The Hyundai i30 Fastback N Is Already Getting A Facelift

The tweaked Hyundai i30 Fastback N will include revised headlights, taillights, and bumpers.

Faraday Future’s Troubled Founder Files For Bankruptcy In The U.S.

Jia Yueting needs to repay more than $3.6 billion to over 100 creditors following the collapse of LeEco.

2021 Genesis GV70 Compact Luxury SUV Shows Production Body For The First Time

The Genesis GV70 will go up against the Audi Q5, BMW X3, Mercedes-Benz GLC and the like.