Really? Volvo Plans To Put A Dagger In The Heart Of Premium Market With New S90

It sure *looks* (to me) like a premium car from most angles. The grill still reminds me of Buick. If I were to make a suggestion to Volvo's styling department, it would be to define a new grill and headlight identity to distance themselves from images of Volvo Of Olde.

Interestingly, the article's chart sites the udi A6 as the primary contender, followed closely by BMW's 5-series and MB's E-class.

Had Volvo actually built the car that's in the article photo, then we might be onto something. But, no, FAIL.

But the production car is a mess. Bucktooth front end. Unnecessary attempt at design in the C-pillar. The rear end is absolutely unsightly. In profile, it's an Oldsmobile.

The interior is a much bigger achievement. Very clean and nicely done. Maybe a little too clean, though.

Front looks great, but rear-end looks like the new Civic. That iPad sized screen is great when its working, but if/when it fails you won't be able to use any of the interior functions.

Side view makes me think Quatroporte/Tesla stepchild. Rear 3/4 view of C-pillar I'm seeing XJ. Hate the front view.

The front end is awesome, just like the XC90. The back-end looks like it was designed in China. Really redefines "what were they thinking?"

First off, I would like to compliment carscoops.com for having 89 pictures of this vehicle. Looks like they are the true "spies".
Anyway...I think this car is hot. The fact that it is a "hot" Volvo is even more significant and makes me like it better. Volvo is on a role. My prediction is that if people can get the whole German "engineering" equation out of their heads, Volvo could do some serious damage to Audi. Both are similar in their conservative, yet quality approach to design and interiors and can court people of means who do not want to drive a car that "screams" money.

And, which came first, the chicken or the Audi? The LED daytime running lights looks almost exactly like the new design in the A6/A7.

I can see why some people would accuse Volvo of a "Buick" front grill. However I think the Buick grill is a bit more oval in shape. Also Volvo breaks it up with their diagonal insignia. as for the rear tail lights looking like Honda my answer is "not really". Further Volvo came up with this design long before Honda did. Profile is very up class and elegant. Interior looks like a Swedish furniture store and beautifully done. Now if it will only drive like it looks it should be a winner and a clear alternative to Audi, Mercedes and BMW.

#1 Volvo is not premium. It is near premium (Acura/Buick)

#2 This is a yawn-inducing design

#3 Add in the "blown" engine with massive NVH issues and no one is taking Volvo seriously.

I tend to agree with most of what I read above.

This design is exceedingly average. There are small elements that are appealing here and there but nothing ties them together. The result is, well, meh.

If there's a dagger, I'm afraid it may be in their balance sheet...