Volvo has unveiled the new 2016 XC90
For the first time in around four years, which might as well be a century in the automotive industry, Volvo has debuted an all-new vehicle, one which could herald the rebirth of the safety-oriented Swedish automaker.
The company unveiled the 2016 XC90 on Tuesday, the first vehicle to be conceived and designed by Volvo ever since it was bought by Chinese company Geely back in 2010. The crossover SUV will be the first in a barrage of new products from the automaker, with eight more redesigned vehicles expected to head to dealers by the end of 2017.
“This is one of the most important days in our history,” said Hakan Samuelsson, president and CEO of Volvo. “We are not just launching a car but relaunching our brand. This day marks a new era for our company. XC90 paves the way for a portfolio of exciting new cars to come in the following years.”
“This is a car for the U.S. and especially L.A.,” said Tony Nicolosi, Volvo’s North American chief. Safety has long been a hallmark for Volvo, and maintaining that reputation is crucial if Volvo wants to reestablish its place among the brutally competitive luxury marketplace.
“Volvo has done one of the best jobs in the industry in last 50 years of establishing a clear image of what they stand for,” said Tom Libby, an analyst with IHS Automotive. “They need to maintain a leadership role in safety to keep that brand image.”
Read more about the story at CNET.