Volvo has launched its new XC90 SUV, 12 years after the first XC90 was released.
The new car is set to show off Volvo's well-known Swedish durability and reliability, as well as provide a stylish SUV alternative.
While Volvo is originally a Swedish company, it is now Chinese-owned and this car will be the first Volvo car to be released under Chinese ownership. Despite this, it is clear the designers of the car were careful to preserve Volvo's classic look. Volvo was sold to China's Zhejiang Geely Holding Group in 2010.
"This is one of the most important days in our history. We are not just launching a car, but re-launching our brand," said Håkan Samuelsson, Volvo CEO and president.
While Volvo has not yet released the full list of engines that will be used in the car, it has said that the flagship model will include the hybrid XC90 twin engine. The engines will include a range of 2.0-litre four-cylinder Drive-E engines. Volvo says that this engine will generate a total of 394 bhp with CO2 emissions of only 60 g/kg. Brake horsepower (bhp) is the measure of an engine's horsepower before the loss in power caused by the gearbox and drive train.
Not only that, but the car will also include special spinal injury-prevention technology, specifically designed for off-road drivers who might use the car.
The center console of the car will now feature a touch-screen system. The seats in the car have been designed to free up as much space inside as possible, including a sliding function that will give users in the back more legroom, or free up space for loading.
The Volvo XC90 will be available in two accessories packages. The Urban Luxury package includes a color-coordinated body kit with 12-inch wheels. The Rugged Luxury package, on the other hand, gives the vehicle a black matte trim with 22-inch wheels.
While the Volvo XC90 certainly seems like a great vehicle, it will be facing an uphill battle in terms of sales. Since its launch, sales of the car have declined each year.
"The brand has fallen off many U.S. customers' radar," said Ed Kim, vice president of auto analysis at AutoPacific. "And by moving upscale, Volvo has alienated much of its audience -- many of whom have since migrated to Subaru and other premium-mainstream brands."
Despite this, the XC90, if well received, could set Volvo up for growth in the future. The model will be vital in setting the tone of the brand as it begins to manufacture cars under its new ownership.
"Consumers are still tentative about the idea of a Chinese-built car, so a successful one really needs to come from a well-regarded and well-trusted brand," Kim continued. "Volvo certainly has the bones to be such a brand, but it needs to regain prominence in the marketplace to take on that role."
The Volvo XC90 will start at $48,900, and will be on sale next year.
