The first two video’s were NOT done by Volvo, but folks with awesome CG skills. I think our design direction, as shown with the production S60 and Concept Universe, are just the beginning in pushing our dreams into reality.
Each car brand tries to find uniqueness in their designs. Down curves, up curves, in your face front grills, some go back to their roots. Mustang, Charger, and Camaro look great but basically are a refresh of where they came from, and don’t push those marks forward. As Peter Horbury often implies, good design is about keeping what is ours and then going forward. I grew up lusting over Ford’s GT40. To me, it didn’t take much to make the modern one seem just like the old one, but that’s not going forward.
What we have done is bring forward the old and make it new. V hood line, strong shoulder, upright grille, topped with Scandinavian design that is uniquely ours. I think our 850, S80, C70 Coupe, and now S60 bring forward a splash of old and a strong dose of our future, each a revolution in our design, but never forgetting our roots.
For viewing pleasure here are two interesting concepts from a couple of really talented people and our Concept Universe.
(Now my disclaimer: Who knows about concepts, they come and go and are the vision of dreamers. So don’t hold me to anything about design, nor endorsing any designs, except ours.)
Volvo R30 V8 AWD Concept
And OUR Concept Universe