Volvo S90 Targeting The German Trifecta - Can The Chinese Succeed Where The Koreans And Japanese Have Failed?

The new Volvo S90 - the replacement for the S80 - will draw heavily on the technology and style of the recently revealed second-generation Volvo XC90 as it bids to draw buyers away from the Audi A6, BMW 5-series and Jaguar XF, according to the firm’s vice-president of product strategy, Lex Kerssemakers.

The S90 is expected to be launched later this year and take some design cues from the Volvo Concept Universe of 2011. An estate version, named Volvo V90, will follow shortly afterwards.

“We have to learn the lessons from the XC90,” said Kerssemakers, speaking at the Detroit motor show. “The incredible reaction we’ve had to that car, with 6000 people placing orders before they’ve even sat in it, shows that we are on the right track. We see design as a key ingredient, of course, but also the interior treatment, the in-car technology and the option of an electrified powertrain.”
 

cidflekken - 4/14/2015 4:25:55 PM

+3 Boost

Entire front end is just wrong.

PUGPROUD - 4/14/2015 5:54:31 PM

+1 Boost

Stick to what made Volvo survive all these years (safety, comfort, practicality, Swedish style etc) and don't chase the Germans.

cidflekken - 4/14/2015 5:58:39 PM

+1 Boost

In fairness, I don't think they're necessarily chasing the Germans. Even the article states that. They are trying to do "their own thing" and being a unique product, much like what you stated made them who they are. But, they are trying to take a divergent path to their own success, which you have to admire. Will it work? Time will tell.

MDarringer - 4/14/2015 11:59:39 PM

+1 Boost

In a word: NO! The Swedish Buick will never be a Mercedes.

HughJass - 4/15/2015 4:57:24 PM

+1 Boost

I thought Hyundai/KIA were too busy putting Bentley and Ferrari on notice, far too busy to bother with the likes of Mercedes.

The Chinese worship all things Western, there's no way they'll ever come close to the Germans. They can make clones cars but image is what matters to them and I doubt they'll buy them even if us cheapskates do.

An also ran Swedish car company is still an also ran even if it is backed by Chinese money. Fail.

Holydude - 4/24/2015 3:18:46 AM

+1 Boost

@Hugh Hmm... that's what they say about Hyundais 20 years ago, let's see how your predictions fare in the coming years.

jtz7 - 4/24/2015 7:54:24 AM

+1 Boost

How did the Koreans fail if they been in America for 21 years and still here today. Unlike Suzuki and Isuzu.