Volvo's concept car is designed to provoke
27/04/11 22:32 Filed in: News
, now owned by Chinese company Geely, the Shanghai Motor Show is obviously of particular importance and so it was appropriate that they used the event to launch a concept car designed to provoke discussion about the future design direction for the company.
The Concept Universe is a large, luxury saloon which has some pretty strong design cues from Volvo’s history. There hints, for example, of the famous Volvo Amazon about its looks. Whichever way you look at it, this is a long way from the boxy Volvo designs of the 1970s and 80s.
Volvo’s press release positively gushes. “The Concept Universe has been designed to spark a subconscious desire and a feeling of eternal beauty”.
The reality is that it is designed to provoke a reaction and to make a statement about Volvo being bold and looking to invent itself for the future under its new Chinese owners.
"Just like fine luxury goods, this design feels handcrafted and durable enough to stand the test of time," says Peter Horbury, Vice President Design at Volvo Car Corporation. "We will compete with the best with our special kind of Scandinavian Design. It is unmatched in performance and technology, but without superficiality or complication."