One of the most anticipated car launches - Volvo's all-new XC90 - begins today.
Volvo Car Group (Volvo Cars) has created a unique launch programme that will gradually unveil the all-new Volvo XC90 from the inside out. Starting today, Volvo will systematically disclose the many new interior features of the car through images, films and information that will be shared across all media platforms. Over the next few months Volvo's inside-out launch approach will methodically reveal all the detail on the vehicle and will culminate in the full global reveal of the all-new Volvo XC90 in August this year, finally showing off the stunning exterior.
This is a completely new launch approach that allows Volvo to share all the detail, technology and pure Swedish craftsmanship - details that often get lost in the bigger picture of an all-new car reveal - in the run-up to the official launch of the all-new Volvo XC90. A series of reveal events kicks off after August and into 2015 when the all-new Volvo XC90 goes into production.
The original Volvo XC90 was launched in 2002, and it revolutionised the SUV segment with its combination of space, versatility and safety. It went on to become a global sales phenomenon. As will be made clear in coming weeks, the all-new Volvo XC90 will also be a transformational vehicle in its market segment.
The introduction of the Volvo XC90 was a turning point for the brand in South Africa. The Volvo XC90 took SA's competitive SUV market by storm and became a firm favourite due to its capability, safety, space and design. The all-new Volvo XC90 is set to make an even bigger impact in the local SUV segment.
To give everyone a taste of what's to come, Volvo has released the first images and video clips of the interior of the all-new Volvo XC90.
The all-new Volvo XC90's interior is the most exquisitely designed of any Volvo to date, drawing inspiration from its country birth - Sweden - which has a global reputation for integrating cutting-edge technology with design that is clean, beautiful and crafted from the finest materials.
"The most striking feature is a tablet-like touch screen control console, which forms the heart of an all-new in-car control system," said Thomas Ingenlath, Senior Vice President Design of Volvo Cars. This system is virtually button free and represents an entirely new way for drivers to control their car and access a range of Internet-based products and services.
The all-new Volvo XC90's interior combines materials such as soft leather and wood with handcrafted details including a gear-lever made of crystal glass from Orrefors, the famous Swedish glass maker, in certain derivatives and diamond-cut controls for the start/stop button and volume control.
"These details are designed to become the jewels of the interior. They add a bit of exclusive playfulness rather than pure functionality," said Robin Page, Volvo Cars's Interior Design Director.
The all-new Volvo XC90 is the first Volvo to use the company's Scalable Product Architecture (SPA), which creates a far wider range of design possibilities, improves driveability and permits the inclusion of the latest safety features and connected in-car technologies, while at the same time increasing interior space.
"Our new interior architecture is pure and uncluttered, while still radiating the sophisticated confidence and formality that luxury SUV customers expect," said Peter Mertens, Senior Vice President Research and Development of Volvo Cars.
"The customer and the customer experience are at the heart of everything we do at Volvo Cars. We don't do technology for technology's sake - everything in a Volvo is there to make our cars safer and more pleasurable to drive," said Alain Visser, Senior Vice President, Marketing, Sales and Customer Service of Volvo Cars.