Advanced Safety Technology in Scandinavian Design
4,361 Units Sold Domestically Last Year... 30% of Total
Volvo Cars recently released an advertisement for the premium mid-to-large luxury sedan S90 featuring actor Kim Shin-rok. The ad conveys the message that "luxury is about creating your own dignity through valuable experiences in life." Kim practices the line "It's not a side dish, but the main dish," from the drama 'The Youngest Son of a Conglomerate' in various versions. It shows the process of practicing different expressions to find the truly perfected emotional line.
True luxury is said to be realized not by being captivated in a moment, but through sensory experiences that allow one to recognize the elegance contained within. This aligns with what Volvo pursues as luxury. It is the natural dignity that emerges from contemplating values truly necessary for oneself and family, such as safety, trust, and sustainability.
The S90 featured in the advertisement is recognized mainly by customers seeking substantial premium quality. Last year, 4,361 units were sold domestically, accounting for about 30% of Volvo Cars' total sales in Korea.
The company highlights its Scandinavian design inspired by Nordic style, spacious interior and premium features, safety technologies, eco-friendly powertrain, and smart advanced connectivity as its strengths. Based on Volvo’s design heritage and originality that has continued over the years, it is refined while adding sensory details throughout. The front features a 3D iron mark integrated with a camera, and a radiator grille connected to the headlamps called Thor’s Hammer, adding a modern sensibility. The interior evokes a Nordic living room by blending natural materials, craftsmanship, and technology.
With a length exceeding 5 meters, it is among the longest in its class. The wheelbase, which determines interior space, has increased by 120 mm to 3,060 mm compared to before. The British high-end speaker Bowers & Wilkins (B&W) audio system is the highlight of this car. The Continuum cone, which nearly perfectly reproduces mechanical resonance, provides rich and detailed sound quality to all seats. There is a mode inspired by the Gothenburg jazz club, and a function that eliminates unnecessary noise. The gear knob from the high-end crystal brand Orrefors, supplied to the Swedish royal family, and the dashboard featuring natural wood grain add a luxurious impression.
Additionally, a clean zone interior package including an air purification system that filters ultrafine dust entering the cabin is standard across all trims. The advanced IntelliSafe safety system, which protects occupants in potential accident scenarios, is also standard. City Safety, first developed by Volvo, combines automatic braking and collision avoidance systems to prevent accidents.
The system detects not only vehicles but also pedestrians, bicycles, and large animals. There is also a feature that allows the vehicle owner to preset the maximum speed from 50 km/h to 180 km/h when lending the car to others. The infotainment system, once a chronic weakness of imported cars, has been resolved with T map, familiar to Koreans. The AI platform NUGU and the music platform FLO, based on user preferences, also operate.
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