Volvo is stirring up hype for its upcoming XC40 compact crossover. But rather than give us more details on the car itself, the Swedish car firm has spilled a lot of digital ink describing the young and hip customer it was designed for. (Careful, Volvo—the last time an automaker did this, it didn't end well.)
According to Volvo, the XC40's dozens of interior and exterior color combos will achieve segment-record high levels of "vibrancy, individuality, and playfulness" and let owners "put their personality in their driveway." It is set to be, and I quote, "a distinctive car for a distinctive driver." Volvo design boss Thomas Ingenlath says, "XC40 drivers are interested in fashion, design and popular culture, and often live in large, vibrant cities. They want a car that reflects their personality. The XC40 is that car." (Again, Volvo, slow your roll.)
In order to attract that hip and trendy clientele, the Volvo XC40 will employ a wide variety of materials and colors apparently inspired by "street fashion, city architecture, high-end designer goods, pop culture," and grainy, black-and-white Instagram shots of fixie bikes, probably.
Specific examples of this include a "Lava Orange" carpet option, upholstery finished in "Oxide Red," and trim pieces designed to mimic aspects of urban architecture and cartography. Volvo adds that the Momentum trim level is where customers will find the most "fashion-oriented" XC40s with the most out-there exterior paint options while the R-Design and Inscription trims skew towards a more "dynamic and premium feel."
Yeah, I don't really get it either. Anyway, here are some artsy-fartsy close-ups Volvo's released that hopefully sheds some light on what they're going on about.
