Volvo Design Manager Discusses Swedish Design Influence On The Brand
The S90 represents a new chapter that merges culture with style
Prior to the 2016 New York Auto Show, PSFK had the opportunity to get a close look at the new S90 sedan from Volvo. It is the second vehicle, following the XC90 SUV, to receive Volvo’s updated premium design language. Volvo’s design reboot has attracted the attention and affection of not only the automotive media but also customers who are lining in record setting numbers for the Swedish automaker.
We’ve already analyzed how Volvo has retuned their brand narrative to have a more emotional appeal. Volvo offered us the opportunity to get some driving experience in the new S90 in southern Spain. PSFK also had the chance to get some insight into the current state of design work produced at Volvo from Tisha Johnson, a Senior Director of Design at Volvo’s California design studio. She was a key member of the team that worked on creating the S90’s interior, which is in our opinion one of the most well designed of any current production car.