SPIED: Volvo's Upcoming Flagship, The S90, Is Spotted Out In The Open — What Does It NEED To SUCCEED?

Volvo is a car company that I have been a fan of. I have to say that it seems the new design language, as well as Polestar, have turned my head. Though, that wasn't always the case.

Sure, its standard products were quite good for families or safety-conscious folks. The reality is though that a lot of other automakers produce vehicles that are just as safe and have the same — and in most cases — better technology. So, if you're not Swedish or a safety freak that was not keeping up with the latest automotive news, a Volvo made a lot of sense. If you weren't a Swede and did actually do some research it was quite clear there wasn't a reason to subject yourself to a Volvo.

Now we're seeing the company give its products a bit more panache. If you've seen the all-new XC90, you already know what I am talking about. Also, it took a bit of risk to productionalize the S60 Polestar. Small batches, sure, but still.



Now we've heard word about the upcoming flagship, the S90, but this is one of the first times we're seeing it out in the open. Although I am sure someone will print that it's aiming to go up against the S-Class and 7-Series, it will likely stand up against the likes of the Acura RLX, Audi A8, Cadillac XTS, Lexus LS, Hyundai Genesis, et al.

Clearly wearing some heavy camouflage, the S90 is beginning its early stages of research and development. Although we cannot see much, it's obvious that it will follow the design language of the XC90 with a prominent front grille and, overall, squared-off shape.

Having said all of this, we're curious: What do YOU think Volvo NEEDS for the S90 to SUCCEED?

**For the FULL collection of spy shots, click "Read Article" below!

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TheSteve - 10/3/2015 6:16:10 PM

-1 Boost

Title: "...What Does It NEED To SUCCEED?"

A whole lot less camouflage! Assuming the article's images starting at #15 are accurate, it's say it's a good looker, except for the rear end. For *me* Volvo carries a strong flavor of sensibility and practicality, with a dose of rust. This design is helping shake the first two for me. Handling and fit and finish will be something to keep an eye on when it arrives.

This *could* be an indication of Volvo turning the corner.

VolvoEnthusiast - 10/4/2015 1:17:43 AM

+3 Boost

I think the pricing is reasonable if not a steal. Starting price around 50k going up to 66K fully loaded. That's just the T6 model, the 4 cylinder turbocharged AND supercharged engine making 316hp and 295lb. ft. of torque. It offers 2 new world-first safety systems and was given IIHS top safety pick+. Take it up a notch to the T8 and you have the same 4 cylinder engine the car is now an electric hybrid producing 400hp and 472lb ft. of torque. The car gets 59mpge so it doesn't force the consumer to compromise on performance or fuel efficiency. There is an air suspension option that has Volvo's 4C (Continuously Controlled Chassis Concept) which reduces the amount of body sway when turning hard and reduces the "dive" when braking. To say Volvo "overpricing" the car even though it's luxurious is like saying BMW, Mercedes Benz, Audi, etc are overpriced. They are priced that way because it's a luxury brand and Volvo wants to be considered a full on luxury brand. In order to do that, they made the XC90 and since it's currently their flagship model, they're obviously going to increase the price. Nearly 24,000 people pre-ordered the top-of-the-line XC90 so clearly there are people who want a luxury alternative to the typical BMW, Audi, Mercedes Benz and so on and so forth. The 1927 limited edition XC90 sold out in 47 hours which shows there are people who like the XC90 and are willing to pay more for a luxury Volvo.

MDarringer - 10/3/2015 7:28:32 PM

+1 Boost

It needs not to be stupidly priced like the XC90. It needs to have more than a thrashy 4 cylinder turbo as an engine. Volvo is a near-premium brand historically. Pretending to be premium will make it the next SAAB. The XC90 is a sales failure. It's on track to sell well below 7500 units in the USA and Canada for 2015.

The stupidly named F Pace will have a better chance of saving Jaguar than the XC90 and the S90 will saving Volvo from a SAAB outcome.

jonesm54 - 10/3/2015 7:51:43 PM

+4 Boost

Sales failure? Maybe a supply failure...

You can't go to the dealer and buy one if you wanted to. Also, they've only "Officially" been out since August/September so I'd say they're doing okay. As for overpriced, I'd like anyone to spec a comparable Benz, BMW or Audi with the same quality interior. Instead of less than $60k for the XC90 you'll be upwards of $80k. Sounds like a bargain to me. Also, thrashy 4-cylinder, have you driven one?

runninglogan1 - 10/3/2015 9:42:39 PM

+3 Boost

By all accounts the new XC90 is a great SUV. They're selling as many as they can make. Quite the opposite of a sales failure.

As for the new S90 - there are plenty of leaked pictures online of a production based scale model. Going to be quite nice IMO.

MDarringer - 10/4/2015 10:09:42 AM

0 Boost

@jonesM54 and @runningloganl Repeat after me: 7500 units for the model year is not a roaring success. Volvo need sales. The "You can't go to the dealer and buy one if you wanted to." is 100% about VOLVO NOT SHIPPING STOCK rather than demand. The XC90 is a mere footnote.

TomM - 10/4/2015 3:20:41 AM

+2 Boost

To Jonesm54 - I believe the point is that Volvo is considered a Near Premium - not directly comparable to BMW and Mercedes - so you would expect them to be more - and have better power. And no matter what they do - the Turbo 4 will still not be as good as a 6 will be. In the NY area - dealers have them on their lots too.

As far as sales - the S90 would not sell against the 7 or S class if they only offered a 4 cylinder - so it better be a lot less. However - cars this size no longer sell in big numbers anyway.

PUGPROUD - 10/4/2015 9:03:23 AM

0 Boost

What does it need to succeed.....buyers!

MDarringer - 10/4/2015 10:13:56 AM

+1 Boost

Geely got it WRONG. They should have used the cache of the Volvo line to morph it into a brand that sits squarely in the mainstream but not bargain basement. That is Subaru's plan and for Subaru it works. Volvo as premium is truly laughable especially with the kaboom 4 turbo.

The NVH on the turbo is not premium at all.

TomM - 10/5/2015 7:58:34 AM

0 Boost

Indeed - Volvo has no hope of competing on the same price level as Mercedes-their name doesnt bring the same cachet as the real premiums. It took a lot of time for AUdi to raise from the Volvo level - to what I still consider to be the top of Near Premium - I still consider them not at the same level as Mercedes and BMW-even with very fine interiors.