Company considers division to build unique or ultra-luxury derivatives of its cars
3 December 2015

Volvo is looking to launch a bespoke service for customers who want more luxury or unique interior or exterior treatments on their cars.

Although the plan remains under discussion, customer appetite for high-end Volvos became clear when First Edition Volvo XC90s, priced at £68,000 in the UK, sold out within 48 hours despite being available in only one colour and trim option. Now, Volvo says it sees increasing demand from high-end customers who want to customise their cars.

“Work is ongoing to see what opportunities are there,” said Iain Howat, Volvo UK’s head of product. “If we do something, it would be more along the lines of what we did with the Volvo XC90 Excellence concept. But we have to get the basics of our range right before we start playing.

"There are very active discussions and various mock-ups have been made based on the Concept 26 interior [seen at the recent Los Angeles motor show] which look very close to production.”

After launching the XC90 and S90 this year, Volvo is planning to overhaul the rest of its range in the next four years. It is also planning to expand its Polestar range, possibly utilising electric power to improve performance.

Our Verdict

Volvo XC90
The new Volvo XC90 costs from £45,750

It has big boots to fill and talented rivals to face. Is it up to the task?

Join the debate


3 December 2015
why would anyone settle for a Volvo?

3 December 2015
Volvo release new type of coffee In their staff restaurant in China. Volvo and Autocar are working overtime on the news stories.

typos1 - Just can’t respect opinion

3 December 2015
I must say the first edition XC90 makes the Range Rover look like a complete rip off! Some people will favor Volvo's track record for safety and reliability over Land Rover. With the XC90 and S90 you are getting Rolls Royce quality for BMW money!

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