Volvo Re-launches its 60 Range

Design is influenced by people and how these people interact in their social environment. Currently the appetite for technology is driving the new age of technological advancements. Scandinavians created the concept of “beautiful things that make your life better”. With that in mind, Volvo creates futuristic design systems in a highly functional yet minimalist manor.

The history of Scandinavian designers outlines how they were influenced by everything going on around them. With their tradition of craftsmanship and efficient use of limited material resources (due to their relative geographic isolation), they combined the best of both worlds. The notion of enjoying the work you do was highly regarded, and the idea that beautiful things could enrich people’s lives has been kept alive. This is exactly why Volvo is the unique brand it is after 86 years in the car business.

Art and design mirror the society they are a part of, so the thread running through Scandinavian design is functionalism. This concept would be a fare but not entirely true when it comes to the Swedish brand Volvo. Their vehicles are fantastically functional but are also beautifully designed.

The 60-range from Volvo: The four-door sedan S60, the V60 station wagon and the XC60 SUV made their debut in and around 2009. This range of vehicles is the bestselling range for the Volvo brand and thus very important. When these vehicles were launched they broke from Volvo’s traditional design architecture. They were uniquely quirky allowing them to stand out from the rest of the pack, so too was their marketing approach. Volvo went after the youth to brush off that ‘safe family car’ image and did a product placement deal with the super sexy Twilight series. Edward Cullen, the lead vampire character, drove a different Volvo in each of the five film series.

So four years into the 60-ranges lifecycle it was time for a refresh. So how does Volvo decide what to keep and what to update? First they start with the person who’s going to use the object and ask, “What can we do to make this person’s life better, easier or more comfortable?”. This is what they claim. So at the launch of the new 60-range we were given the opportunity to drive the current models, and then they revealed the newly updated models to compare.

Visually the updates are slick and precise, they give the cars a revived freshness but the quirky uniqueness has been replaced with an executive handshake which is generic in look. This works very well on the S60 sedan and V60 station wagon, these vehicles ooze well-tailored appeal. The XC60 SUV on the other hand has lost some of its “I am different” appeal for “I am similar to…”, and the interiors remain much the same. Handsome, beautiful and functional all executed the Scandinavian way. From a functional perspective the series has leaped forward. They have focused their attention on some fantastic electronic wizardry including but not limited to the following: Advances in efficient power, connectivity and obviously a Volvo trump card safety. Volvo has named these innovations Drive-E, Sensus and IntelliSafe.

Drive-E: Gives a car more power, greater efficiency and more driving enjoyment while respecting the environment (with the development of new efficient and more powerful engines, Start/Stop technology, energy recovery systems and sustainable manufacturing).

Sensus: These are systems designed to give the driver information about the car and the road, entertainment and support just when you need them. This allows the driver to effortlessly and instinctively control and personalise every aspect of his or her drive. Controls are easy and intuitive to use.

IntelliSafe: Is Volvo’s complete approach to safety. The system actively monitors you, the car and its surroundings. Features like City Safety and Pedestrian Detection scan the area around you for the unexpected and help prevent accidents. The 60-range also comes standard with a revolutionary new Pedestrian Airbag Technology. Definition of safety? Volvo!

There is a large variety of 60-range vehicles to choose from so prices are varied. They begin at appox. R330 000 for the S60 T3 Manual Essentia, and end at R622 000 for the XC60 T6 Geartronic AWD R-Design.

Volvo SA Website