Volvo Reveals New Design Direction as Part of Brand Transformation

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Aug 29, 2013, 02:00 ET

GOTHENBURG, August 29, 2013 /PRNewswire/ --

Volvo Car Group reveals the Concept Coupé, the first of three concept cars launched over a seven month period which will outline the future design direction of the Swedish car brand. The unveil of the new design vision marks a key moment in the rapid transformation of Volvo where the new design language will focus on injecting more emotion into the brand. The culmination of the three concept cars will become apparent when the iconic XC90 is launched at the end of 2014. The new design philosophy is spearheaded by Thomas Ingenlath, the new Senior Vice President of Design.

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http://www.multivu.com/mnr/62408-volvo-reveals-new-design-direction

The Concept Coupé takes design cues from the P1800, a car made famous by Roger Moore in British TV drama "The Saint". Inspired by modern Scandinavian lifestyle, it combines contemporary design with a Swedish twist. The Volvo P1800 entered development in 1961 and is widely regarded as Volvo's most internationally renowned model. More than 50 years down the line, the new Volvo Concept Coupé reflects subtle links from the P1800's beautiful forms and detailing.

"The new Volvo Concept Coupé reveals how we could shape our cars from now on. Free from the superficial surface excitement of other brands, we add emotional value to the Volvo brand with the calm, confident beauty that is the hallmark of Scandinavian design," says Thomas Ingenlath.

The newly developed architecture and engine programme enables new and exciting exterior as well as interior design, user interface and connectivity. The concept car also includes a completely new approach to Volvo Cars' human-centric user experience. A large portrait touch-screen in the centre console interacts with an adaptive head-up display in front of the driver.

The visual impact of the new proportions is most powerful when viewing the Volvo Concept Coupé from the side. The distance between the dashboard and the front axle has been extended and the rear passenger windows moved slightly rearwards.

The face of the Volvo Concept Coupé is characterised by the new topography on the bonnet and the 'floating' grille, flanked by headlights featuring radical 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 Concept Coupé. 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.

For more information, visit https://www.media.volvocars.com/

Video: http://www.multivu.com/mnr/62408-volvo-reveals-new-design-direction

SOURCE Volvo Cars