Volvo Concept Calms With Scent, Audio & In-Car Projection
The automaker's concept car offered an immersive experience in the interior of its new sedan, aiming to provide guests respite from the hectic Beijing environment while showcasing the brand's potential
Making its debut at the Beijing Motor Show, Swedish carmaker Volvo transformed the S90 sedan into the new Ambience Concept, a three-seater with luxurious interior and a multi-sensory playground featuring audio, visual and scent components designed to impact the passenger’s mood. Volvo Cars’ senior vice president Robin Page explains, “The Ambience Concept redefines luxury by taking it beyond material choices, creating a car that connects with your senses.”
Passengers of the Ambience Concept can change the settings of the car’s environment with seven visual themes coordinated with audio and scent, including Northern Lights, Scandinavian Forest, Swan Lake, Archipelago, Rain, Nocturnal and Freedom. The visual feature projects nature-inspired imagery—like treetops against a blue sky—across the car’s ceiling, while synchronized audio is played through a Bowers & Wilkins sound system amid one of the scents that is released through a portal in the center console.
“The Ambience Concept was created primarily for the China market and provides a contrast to China’s sometimes hectic city environments,” says Martin Andersson, senior commercial product manager at Volvo Cars’ Special Vehicles department. Though Volvo states that the vehicle is merely a concept, they aim to administer the new technology into the production of S90 Excellence that is available in China. This concept car shows that Volvo, too, is making use of experiential marketing to build its brand and showcase its capabilities.