Adventure with First-Class Comfort
Although demand for sport-utility vehicles (SUVs) in the US seems to be slowing down, Volvo is still keen to be represented in that expansive segment which, during the 1990s, continued growing when the other segments stagnated or contracted. Right now, the only offering the Swedish company (part of Ford’s Premium Automotive Group) has is the Volvo V70 Cross-Country, a rugged-looking stationwagon derivative of the S80 platform which has 4WD, but within two years, there is to be a true SUV which Volvo president Hans-Olov Olsson promises “will have what it takes to compete with the very best in the SUV segment”.
While the designers are finalising the styling and the engineers prepare the mechanicals, Volvo has decided to get some feedback from consumers on their expectations of a Volvo SUV. In order to inspire their thoughts, the company has the Volvo Adventure Concept Car (ACC) which contains features that are being considered by product planners.
“Consider it like a “thermometer”, a tool for assessing expectations and demands the market has of our future model,” explained Dieter Laxy, head of marketing, sales and service at Volvo. “It is important to hear the views and comments of our customers while we still have time to make precision adjustments to the product.” Mr Laxy stressed that the ACC is not what the forthcoming Volvo SUV will be like and is merely a concept car.
WHAT SUV BUYERS EXPECT
The feedback will help the designers fine-tune the model which is presently being developed based on five assumptions of buyers’ expectations:
– Driving characteristics should be on par with those in a well-balanced car, especially in the area of road feedback and driving safety;
– There must be first-class protection for all the occupants in an accident – but there should not be substantial effects on the other vehicle involved in the accident. This is a controversial issue because SUVs are larger than sedans and studies have shown that the sedan occupants often get severe injuries. Resolving this issue is a top priority for Volvo;
– The engines should be powerful and responsive but have competitive fuel consumption and operational economy;
– Exhaust emission levels should be comparable to normal sedans, with the target being that the Volvo SUV, which will be larger, will meet the tougher US ULEV and ULEV II standards.
– Generous interior space is desired but within a reasonably-sized body. In a number of customer surveys, SUV customers mention “exactly the right size” and Volvo wants to be certain which format is the right one.
DESIGN LANGUAGE
The styling concept of the ACC follows that of the new S60 sedan with its cab-forward profile which positions the driver’s area further forward. A muscular image is apparent but it is done without ‘aggressiveness’. Volvo’s chief designer, Peter Horbury, wants to offer a design that is not as ‘macho’ as most other large SUVs, aiming from something ‘masculine’ which can create a sense of security.
“This is important in view of the fact that many SUV buyers are women and they like the feeling of safety and being in control,” he said.
AIRCRAFT CABIN AMBIENCE
There are parallels to a jet aircraft in the cabin. The front seats are high up, giving a commanding view all round with the dashboard set low. And rather than following the utilitarian style of some other SUVs, the high-riding
ACC has four first-class seats and an exceptional equipment level that includes a refrigerator, TV and world-class audio system. Entertainment and temperature can be individually tailored according to the taste of the occupant of each seat.
“It’s like flying comfortably in First Class. You can travel from coast-to-coast in the USA, with your business colleagues or your family, without being deprived of any comfort or convenience,” said Mr Horbury.
But you’d still have to find a rest area when nature calls. “Well, I’d better amend that statement then as there is naturally no lavatory!” he quickly added.
