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Volvo S60 Sedan Concept Car – Detroit Auto show

Volvo showed the new direction they’re headed featuring Scandinavian-inspired design by displaying their concept car for the new Volvo S60 sedan Concept, which is said to be slated to hit retail 18 months from now.

The S60 sedan has redesigned interiors and exteriors, with a coupe roofline, angled headlamps, the absence of B-pillar, and according to Volvo senior vice president of design Steve Mattin, an interior that looks similar to a modern Scandinavian living room.

According to Stephen Odell, CEO of Volvo Car Corp., the new look and direction of Volvo’s design is part of the company’s long-term strategy to come out with a fresh image in the US, specifically through marketing and product design. Stephen Odell said that the current image of the company is a bit bland, which is why they have to stir things up and make changes in the design and marketing.

Odell says that the new direction for vehicle design will be seen not only in the production model for the S60 sedan, but also in other production models and future Volvo products and vehicles. The company believes that the S60 sedan will be a crucial car release for Volvo in the US, where the current model has not been playing well in the market against Japanese and European competitors.
North American president of Volvo Cars, Doug Speck, said that the company’s performance in America has yet to top the sedan segment, which is currently dominated by their competitors, such as the Infiniti G35 and the BMW 3 series.

“Volvo in America has to succeed in the sedan segment, where the core volume is for competitors,” said Doug Speck, president of Volvo Cars of North America. He cited competitors such as the BMW 3 series and Infiniti G35. Last year, Volvo only managed to sell 8,966 units of S60s, whereas the BMW 3 series cars sold 112, 464 units.

More volvo news at Volvo Car Blog!

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