When the Volvo Concept Coupé was revealed at the Frankfurt Motor Show we were told it was the first of three concepts built on the company’s new ‘Scalable Product Architecture (SPA)’ – this is the second, the Concept XC Coupé.
Due to be fully revealed at January’s North American International Auto Show (NAIAS), the Concept XC Coupé demonstrates the versatility of Volvo’s SPA and provides a hint of the next generation XC90, which enters production early next year.
“This new design story showcases how the company’s famous safety technology as well as a contemporary Scandinavian active lifestyle could be integrated into the new architecture.”
Volvo’s Scalable Product Architecture (SPA) will underpin all medium and large cars in the company’s future, while the Concept Coupé and Concept XC Coupé showcase the brand’s future design direction under the leadership of Thomas Ingenlath, who joined in 2012 as Senior Vice President of Design.
The evolution in technology and design temperament marks a change in strategy for the brand as it moves further upmarket – “A more premium image is vital to gain momentum in our journey towards an annual sales volume of 800,000 cars,” said Volvo’s marketing boss, Alain Visser. It’s also about creating a clear gap between Volvo and mid-market brands such as Toyota and Volkswagen.
“The new architecture enables us to create the great proportions that are important to achieve a premium look,” said Ingenlath. “The dash to axle ratio is more generous than any other architecture I have worked with before. This gives us the opportunity to be up there among the top premium brands when it comes to proportions.”