The new Volvo EX90 is almost here, and everyone is talking about how the company will be “reinterpreting luxury and well-being” with its new luxury flagship (previewed here in the shape of the Recharge concept car, above).
What does that marketing speak actually mean? The Volvo is following a different path from the burled walnut and vast expanses of tanned leather hides that have historically defined luxury for manufacturers like Cadillac and Rolls-Royce . In the words of Cecilia Stark, Senior Design Manager of Volvo Cars, “We’ve chosen materials based on our principles.” “These decisions depart from traditional car luxury and showcase our Scandinavian roots. With the Volvo EX90, consumer satisfaction serves as the design’s initial premise.
In other words, the new EX90 will include an interior design that matches the business’s sustainability objectives of being a totally climate-neutral company by 2040. This new Volvo seeks to demonstrate that bling isn’t always best.
MOLECULAR WORLD Wood panels with backlighting that are FSCTM certified are used throughout the EX90’s cabin, according to Volvo. According to them, the effect “evokes the Nordic forest and creates the feel of a Scandinavian living room.”
According to what the firm refers to as “strict sustainability requirements on animal welfare, environmental and social issues,” the wool used in the premium cloth seat option is also certified.
Even the “leather” choice considers animal welfare because it isn’t made of any animals.
pioneers of vegan leather The Volvo-developed “Nordico” option gives the appearance, feel, and durability of leather, but it’s manufactured from recycled textiles, PET bottles, and bio-attributed material from ethically managed forests in Sweden and Finland. It is already one of the forerunners of animal-free interiors. The official language describes Nordico as “a progressive and technically advanced substance.”
The Volvo EX90’s interior composition and design continue decades of experimentation and innovation, says Stark. “Based on your feedback, internal innovation, and new prospects for responsible sourcing, we regard interior composition as a learning process that will continue over time.”
You guys are already aware of my bias, but I’m a fan. What do you think, guys? Will Volvo’s efforts to make sustainability equal luxury be effective, or are people too attached to leather to let that one go? Please tell us in the comments!
Images from Volvo Cars as source.
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