Inspired by contemporary, progressive Scandinavian lifestyle and design, as well as iconic elements from the past, the elegant new Volvo Coupé Concept is the first of a series of three concept cars that reveal the design possibilities created by the company’s new Scalable Product Architecture (SPA).
After more than a year of rising expectations, the first design by the new Senior Vice President of Design, Thomas Ingenlath, showcases how design builds emotion into the Volvo brand and points towards the next generation of Volvo models, starting with the forthcoming XC90 in 2014.
The visual impact of the new proportions is most powerful when viewing the Volvo Coupé Concept from the side. The distance between the dashboard and the front axle is extended and the greenhouse has been moved slightly rearwards.
The face of the Volvo Coupé Concept is characterised by a new topography on the bonnet and the ‘floating’ grille, flanked by headlights featuring new T-shaped DRL light guides. Just like the rear light signature, the DRL lights are distinctive elements in the new design direction of Volvo Cars.
The blue-grey exterior is echoed on the inside of the Volvo Coupé Concept. Refined, handcrafted elements such as the leather instrument panel, inlays made of naturally aged wood and the dark blue woven carpets are blended with beautifully machined metal details.”
The concept car also includes a totally new approach to Volvo Cars’ human-centric user experience. A large portrait touch-screen in the centre console interacts with an adaptive digital display and head-up display in front of the driver.
The petrol plug-in hybrid driveline in the Volvo Coupé Concept reflects Volvo Cars’ strategy to use electrification to create the most powerful versions in the new four-cylinder Drive-E engine family. This will take power figures up into V8 territory.
The work of Thomas Ingenlath has been one of the best-kept secrets in the automotive industry for over a year. Until now.
“Volvo Cars was already transforming rapidly when I joined the company in 2012. My team and I have focused on creating a new interpretation of the design language. It will help taking this great brand in the desired direction,” says Thomas Ingenlath.
This is how Thomas Ingenlath expresses the new design direction for Volvo Cars.
Truly premium brands are based on a complex mix of rational, qualitative parameters and strong emotional values that create desirability – and there are several examples of brands that have moved from mainstream to premium through a stronger focus on design.
The emotional aspect is also important when shaping the future of properties that are established Volvo territory among consumers- Focus on safety has moved from offering protection in worst-case scenarios to creating features that support the driver and enhance the user experience. Modern environmental care is able to combine low emissions and reduced fuel consumption with an enhanced driving experience – for instance through ingenious plug-in hybrid technology.
The classic functionality has moved beyond being practical. Volvo Cars’ approach is to create human-centric features that actually make today’s hectic life easier for the user.
Source - Volvo Press
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