Volvo to bring back buttons and celebrate its past in massive range revamp

“And of course, as well, the difference of not having just one exchangeable button, but each and every function having a dedicated different shape and way of interacting with it. Is it a click up and down? Is it a twist? It has to be much more deliberate in making this a recognisable and enjoyable interaction.”

Another thing he is keen to improve is how people recognise Volvo’s cars, hinting that we may see a fresh interpretation of its signature iron mark badge and the grille that frames it. Ingenlath would like to see the firm make more use of its heritage, especially if it can avoid the anonymous designs he sees from start-ups that don’t have the legacy or brand recognition as a company like Volvo.

He explained: “The big, big task ahead for each and every design department is to identify the way forward, how to transition a face that has been established over a lot of decades into the future. And of course, this is a task that is still ahead for us at Volvo to define this for the future.”

Finally, Ingenlath is exploring what opportunities the more regionalised product strategy Volvo is now adopting has for design, recognising the Chinese market’s desire for “premiumness and luxury”, whereas in America, it’s all about the size of the car. For Europe, it seems the focus is now on lower cars, like saloons and, we’re hoping, estates.

Volvo will launch its next electric car in 2027, based on the new, scalable and highly flexible SPA3 architecture that can be used for both high-riding SUVs and low-slung cars. And with the firm marking its 100th birthday next year, what better way to celebrate than with a new load-lugging wagon?

Original source Volvo to bring back buttons and celebrate its past in massive range revamp

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