Volvo newest concept for the Beijing Auto Show continues to show the company’s focus on the wants, needs and desires of the world’s largest luxury vehicle market: China. The S90 Ambience Concept is based on the S90 Excellence from last year.
The company describes the Ambience Concept as “an industry-first sensory experience that synchronizes visuals, sound and scent to redefine in-car luxury.”
In short, that means passengers can personalize the Ambience Concept’s interior atmosphere or feel using a smartphone app. Users can choose from one of seven visual theme that are linked to audio and scents.
“The Ambience Concept redefines luxury by taking it beyond material choices, creating a car that connects with your senses,” said Robin Page, Senior Vice President Design at Volvo Cars. “The design explores how people feel inside the car and enables them to influence their own mood and well-being.”
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The visual changes are shown on the vehicle’s roof, including Northern Lights, Scandinavian Forest, Swan Lake, Archipelago, Rain, Nocturnal and Freedom. The ideal result from each that it provides a different energy than the other, ranging from relaxing to invigorating to freshness.
As the same time, the audio plays through the car’s Bowers & Wilkins premium sound system, which includes small tweeters in the headrest for an immersive sound experience. Each theme is matched with one of four bespoke scents, created by Byredo, which deploys simultaneously from a portal in the center console.
“We’re known for our human-centric approach to design and as an industry leader in advanced safety technology,” Page said. “Ambience reinforces this and shows our broader focus on human care, which starts with safety and also extends to general well-being.”
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For now, the S90 Ambience is a concept, Volvo officials have made it clear they plan to offer this on a vehicle soon, most likely the S90 Excellence in China.
“The Ambience Concept was created primarily for the China market and provides a contrast to China’s sometimes hectic city environments,” said Martin Andersson, Senior Commercial Product manager at Volvo Cars’ Special Vehicles department, which is responsible for the Excellence range.
“The S90 Ambience Concept will reinforce our premium brand values in this important region.”
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In 2017, Volvo sold more than 100,000 cars in China for the first time, which made a significant contribution to the company’s fourth consecutive year of record sales and growth. China is Volvo Cars’ largest single market and the company’s biggest marketplace for the S90 saloon.