Key Takeaways:
– Volvo’s Senior Manager of Exterior Design, Florian Mockenhaupt argues against overemphasis on aerodynamics in car design.
– Future Volvos will feature improved aerodynamics, while maintaining cohesive design language across the lineup.
– Volvo believes in consistency in design for luxury segment customers.
– Ten next-gen cars or updated models will be launched by Volvo within the next 24 months.
– Volvo hopes that plug-in hybrids and EVs will account for 90-100% of their sales by 2030.
Volvo’s Strategy on Exterior Design
Volvo, a name synonymous with safety and quality in the car industry, has recently sparked conversation concerning the emphasis on aerodynamics in car design. Their Senior Manager of Exterior Design, Florian Mockenhaupt, argues that too much focus on aero efficiency can negatively impact both the design and practicality of vehicles.
In a discussion with Australian magazine Drive, Mockenhaupt expressed that future Volvo cars will indeed benefit from enhanced aerodynamics but also warned about placing aerodynamics before design and utility.
“A car that resembles an Apple mouse might look aesthetically pleasing, but it also comes with a slew of compromises. Our customers highly value comfort,” commented Mockenhaupt.
Balancing Consistency and Innovation in Design
While making their cars sleeker, Volvo aims to sustain a cohesive design language throughout its lineup. Future models will inevitably appear more modern, yet they will not entirely deviate from the current vehicles. Mockenhaupt reasoned this on the basis of luxury shoppers’ preference for consistency in design, contrary to mainstream automakers whose car models look remarkably different from each other.
Volvo also vowed to steer clear of the “same sausage, different length” approach, a strategy allegedly used by German competitors. The company’s unique approach is exemplified by the EM90, a rebadged minivan originally known as the Zeekr 009. Sold only in China, its distinctiveness doesn’t deter Volvo from maintaining a consistent brand image.
Volvo’s Upcoming Car Lineup and Future Plans
As per a report in Automotive News, Volvo CEO Jim Rowan and Chief Commercial Officer Bjorn Annwall revealed plans to launch ten next-gen cars or updated models within the next 24 months to the US dealers. These will include two EVs – the EX60 crossover and ES90 sedan – as well as a plug-in hybrid with an impressive range. These new models will complement the recently launched EX90 and a second facelift for the XC90.
On a global level, Volvo plans to release a next-gen car and a facelifted model annually for the next eight years. Despite previously stating that it would go electric-only by 2030, Volvo, a Geely-owned company, now plans for plug-in hybrids and EVs to account for 90-100% of sales by the end of the said period.
Concluding Thoughts
Volvo’s focus on design and practicality over pure aero efficiency is indicative of the company’s appreciative understanding of its customer preferences, especially in the luxury segment. As the company moves forward with its ambitious plans, it remains to be seen how the balance between aerodynamics, design, and practicality will shape the future of Volvo’s car lineup.