Volvo has given us a tiny glimpse at their Concept Universe, which has just been launched in Shanghai. They’re sharing with us one photo, for now, and a light and fluffy press release. From what we can see, it’s a nice sleek looking unit, don’t you think. It certainly looks like it would have plenty of road presence.
This is Volvo’s attempt at competing with the established luxury players of the world. S-Class and 7 Series look out! It’s being based on the principles and success of Scandinavian design. Well, so says Peter Horbury, Vice President Design at Volvo Car Corporation, “We will compete with the best with our special kind of Scandinavian Design. It is unmatched in performance and technology, but without superficiality or complication.
“The Concept Universe is exceptionally refined, yet with all the simplistic assets that make Volvo champions of the uncomplicated. There is a growing appreciation for this ingenious blend of design and technology among modern luxury car buyers. This trend paves the way for our success. We are convinced that our special brand of luxury has a great future.”
Can Horbury and his, no doubt talented, team of designers and engineers produce a car that is close to, or equal to, the Mercedes-Benz S-Class? Possibly. Will a Volvo ever knock-off the S-Class as the default option at the premium end of the market? Not in our lifetime.
Volvo Car Corporation presents Concept Universe: A luxury Volvo for China and the world
At the Shanghai Auto Show in April 2011, Volvo Car Corporation visualises a masterpiece of Scandinavian Design for car buyers with exquisite tastes.
The Concept Universe is a large, luxurious sedan with a new human-centric design language that honours the beautiful lines of classic Volvo models.
“The Concept Universe offers the world a sneak preview of what people can expect from our next top-of-the-line sedan,” says Stefan Jacoby, President and CEO of Volvo Car Corporation.
Volvo Car Corporation’s long-term strategy is to be a successful, truly global company with products designed around our customers’ needs and lifestyle.
Scandinavian Design is about understanding and caring about people. Volvo Car Corporation aims to be the brand that best interprets what buyers of modern luxury cars want.
The Concept Universe has been designed to spark a subconscious desire and a feeling of eternal beauty. It moves towards the future with its coupe-like roofline and contemporary, solid rear, but it also echoes Volvo’s proud heritage by borrowing design cues from classic models of the past.
“Just like fine luxury goods, this design feels handcrafted and durable enough to stand the test of time,” says Peter Horbury, Vice President Design at Volvo Car Corporation. “We will compete with the best with our special kind of Scandinavian Design. It is unmatched in performance and technology, but without superficiality or complication.”
User-focused and pure
The interior of the Concept Universe is a comfortable, cultivated environment that is also user-focused and refreshingly uncomplicated. It is driver-orientated in the front and comfortably relaxed in the rear.
The in-command driver environment has intuitive controls and a touch-screen that approaches the hand when the driver reaches towards it – with everything operated from a seat that is inspired by ultra-comfortable chairs. Passengers in the rear seat are embraced by pure comfort. The interior moulds into the rear seat and becomes part of the seating environment.
The dynamic feel and the dark colour scheme of the front seats fades seamlessly towards the rear until it fully transforms into a light rear seat haven of calmness. Concept Universe is full of classic forms, materials and textures, used with a twist to create a special contemporary luxury experience.
“The Concept Universe is exceptionally refined, yet with all the simplistic assets that make Volvo champions of the uncomplicated. There is a growing appreciation for this ingenious blend of design and technology among modern luxury car buyers. This trend paves the way for our success. We are convinced that our special brand of luxury has a great future,” Peter Horbury concludes.
“Our aim is to be the brand that best understands what buyers of modern luxury cars want. We are eager to hear what the most demanding Chinese customers think of this luxurious concept. Later, we will show the design in Europe and the United States in order to bring it into the global context that we are aiming for with all our car models,” says Stefan Jacoby, President and CEO of Volvo Car Corporation.