How Will Volvo Adapt to the Changing Face of Luxury?

Long a staple in the "workhorse" class of vehicles, Volvo was once known for their boxy, pure-utilitarian designs, supreme safety standards far ahead of their time, and robust reliability.

Volvo is still a champion of safety, touting the goal of "no one killed or seriously injured in a new Volvo by 2020," but the company has been working hard in the past few decades retooling itself into a luxury brand.

Last month, Volvo's Vice President of Interior Design joined a panel on the evolution of luxury, past, present, and future, to get a sense of what luxury used to be, and what it means for modern consumers.

Google designer, Isabelle Olsson, gave her opinion on the new Volvo XC90, and how it captured her in a moment of serenity. She commented also on the natural wood accents.

According to the panel, this is exactly the sort of thing modern affluent customers are looking for in a product. It's no longer about who has the biggest diamonds, but who has the best experience. People want to feel relaxed, and in the moment. Nothing adds more quality time to a commuter's day than a car that can safely drive itself while you lean back and unwind.

Can the intelligent safety features and authentic materials of our new vehicles give you the luxury driving experience you deserve? Visit Paul's Volvo for a test drive.

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