Hakan Samuelsson, Volvo's boss, tells the collected media: “Milan is the centre of fashion lifestyle trends. It is absolutely the right spot to launch this fantastic new car.”
Design chief Robin Page continued: “When we first started sketching [this car], we want to look at new influences. Modern product design, architecture and fashion. Which is why we’re here [in Milan]. We wanted to create something very new and challenge how we normally design a car.”
— Autocar (@autocar) September 21, 2017
Every car maker I know wants to be more ‘lifestyle’ these days, because that is what they think sells cars. And they’re probably right. I understand that when the main media vacates this reveal event later this afternoon, the pop-up venue will welcome a bunch of ‘influencers’, the generic term for people - often social media stars – who make people want to buy this car. I get it – I am definitely influenced by the people I follow on Instagram.