Volvo Cars, known for its premium vehicles, has introduced a groundbreaking sensory experience with the S90 Ambience Concept, setting a new benchmark for in-car luxury. This innovative concept synchronizes visuals, sound, and scent to transform the automotive cabin into a personalized sanctuary.
Making its debut at the Beijing Auto Show in China, the S90 Ambience Concept is based on the prestigious S90 Excellence, a three-seater executive sedan designed for ultimate comfort. This concept primarily caters to passengers in the rear, focusing on creating an unparalleled chauffeured experience.
Through an intuitive smartphone application, passengers can customize their in-car atmosphere by selecting from seven distinct visual themes. Each theme is carefully harmonized with corresponding audio and scent profiles, allowing for a truly immersive and personalized journey.
“The Ambience Concept redefines luxury by taking it beyond material choices, creating a car that connects with your senses,” stated Robin Page, head of design at Volvo Cars. “The design explores how people feel inside the car and enables them to influence their own mood and well-being.”
The visual aspect of the Ambience Concept transforms the car’s ceiling into a dynamic display that complements the chosen theme. Passengers can immerse themselves in “Northern Lights,” evoking the serene beauty of the aurora borealis, or escape to the “Scandinavian Forest,” reminiscent of tranquil Nordic woodlands. Other themes include “Swan Lake,” for a classic and elegant ambiance, “Archipelago,” bringing to mind calming coastal landscapes, and “Rain,” creating a soothing and introspective mood. For those seeking revitalization, “Freedom” offers an uplifting and energetic atmosphere, while “Nocturnal” provides a relaxing environment ideal for rest.
Complementing the visuals, the synchronized audio experience is delivered through Volvo’s high-end Bowers and Wilkins sound system. This includes strategically placed tweeters in the headrests, creating a truly immersive and high-fidelity soundscape. Each theme is further enhanced by a signature scent, developed in collaboration with Byredo. These four unique fragrances are subtly diffused from a discreet portal located in the center console, adding another layer to the sensory experience.
“We’re known for our human-centric approach to design and as an industry leader in advanced safety technology,” Robin Page added. “Ambience reinforces this and shows our broader focus on human care, which starts with safety and also extends to general well-being.”
While currently presented as a concept, Volvo Cars has expressed its ambition to introduce the Ambience Concept in future S90 Excellence production models. This upgrade would significantly enhance the Excellence offering, particularly in the Chinese market, which is a key region for Volvo and the S90 sedan.
In 2017, Volvo achieved a significant milestone by selling over 100,000 cars in China for the first time. This achievement played a crucial role in Volvo’s fourth consecutive year of record sales and overall growth. China stands as Volvo Cars’ largest single market and the primary marketplace for the S90 sedan, highlighting the importance of catering to the preferences of Chinese luxury car buyers.
“The Ambience Concept was created primarily for the China market and provides a contrast to China’s sometimes hectic city environments,” explained Martin Andersson, senior commercial product manager at Volvo Cars’ Special Vehicles department, responsible for the Excellence range. “The S90 Ambience Concept will reinforce our premium brand values in this important region.”
In conclusion, the Volvo S90 Ambience Concept represents a significant leap forward in automotive luxury. By focusing on a holistic sensory experience, Volvo is not just offering a car, but a mobile sanctuary that prioritizes passenger well-being and personalized comfort. This innovative approach is poised to resonate strongly, especially within the discerning Auto Volvo S90 market, and solidify Volvo’s position as a leader in automotive innovation and luxury.
