Volvo Sets Sights On BMW's 5 Series With New S90 - Shouldn't They Worry About Lexus Or Acura First?

Volvo believes its new XC90 has the quality and technology to take on models like the Audi Q5, and it’s already working on a new S90 that’ll be aiming to rival the BMW 5 Series, Audi A6 and Mercedes E-Class.

Volvo has told us in the past it wants its S models to focus on elegance and its 90 models to major on sophistication. Part of that will obviously be the styling – and as our exclusive main image shows, the new car retains the basic shape of the outgoing S80 saloon, but features the sculpted headlights, bold upright grille and horizontal ‘T’ LEDs. 
 

w222 - 9/17/2014 12:55:01 PM

+1 Boost

bmw should worry since it essentially looks like a bmw with the pig nostrils grills connected.

4ron - 9/17/2014 12:58:18 PM

+2 Boost

I wish that the body style was more dramatic as the previous concept model but the new XC90 proves that Volvo is back in the game of high end luxury.

cidflekken - 9/17/2014 1:04:14 PM

+1 Boost

It's okay that Volvo is aiming high. They need to. Not that aiming for Lexus or Acura are aiming "low" by any means, but the fact remains that there are verified benchmarks in each segment.

That being said, if the XC90 is any indication, it's already going to be a failed attempt. They really need to focus on much more dynamic styling.

jeffgall - 9/17/2014 1:20:32 PM

+2 Boost

At first chance, before I noticed the grille, I thought this was an Audi. In fact, taking a quick look at the interior, I think they used an Audi as the base for this rendering.

chewy - 9/17/2014 2:14:20 PM

+2 Boost

It makes sense they would reference BMW since it's a UK article and Volvo does most of their focus in that area where Lexus isn't the biggest player and Acura doesn't exist. The top of the line Volvo powertrain is very Acuraish though.

scenicbyway12 - 9/17/2014 4:43:39 PM

+4 Boost

This car looks like a Ford 500 with a bad front end.

knowitall1985 - 9/17/2014 6:16:34 PM

+3 Boost

I would never buy a Volvo.....

MDarringer - 9/17/2014 8:40:00 PM

0 Boost

The new XC90 under-delivered. It's yet another bland looking SUV and not the game-changing stylistic break it needed to be. The S90 will be a "Chevy Impala" with delusions of BMW running through its head.

Volvo should be looking to gobble up Acura's market share with hot-looking, near-premium products rather than trying to beat the Germans.

It really is ironic that Volvo is the Swedish Lincoln and equally adrift.

The CLA/A3 class is going bonkers and Volvo should be in the thick of it.

Vorana - 9/17/2014 10:39:16 PM

+2 Boost

Audi XC90.

China = Copy, cut, paste

Dexter1 - 9/17/2014 11:16:46 PM

+3 Boost

What Volvo should worry about is how not to look like a Geely.

MDarringer - 9/18/2014 8:07:10 PM

+2 Boost

And the XC90 does indeed reek of Geely.

Geely should have used the Volvo name to enter the US martket. Volvo does the engineering to make Geelys Toyota/Ford/Hyundai good and make Volvo a mainstream brand.

kingsley - 9/19/2014 4:10:18 AM

+1 Boost

In Europe they must aim for the the three big players. Acura and Lexus are not really big sellers in Europe, simple. This new car looks very elegant and clearly Geely have left them well alone, in the same way that TATA are financing JLR. Volvo needs to sell a lot more cars to keep in the game, and this one could be very successful as it nicely updates traditional Volvo styling values.

Ab311 - 9/20/2014 10:25:05 AM

+1 Boost

That's not an actual Volvo Concept. It's a photoshopped VW Passat.

4ron - 4/20/2015 5:18:01 PM

+1 Boost

Volvo should be making the beautiful coupe concept and estate "shooting brake" concept as "halo" cars to restore their credibility in innovative design. The new XC90 is unadventurous but has already sold half of its annual production allotment and it isn't on showroom floors yet.