The Essence of Volvo: Safety in a New Era
At a recent event near Stockholm, amidst the musical ambiance, the ES90, Volvo’s latest flagship executive saloon car, was unveiled. The initial appearance is striking. The lines are elegant, the wheels are suitably sized, and the front design blends Volvo’s established aesthetic with a forward-thinking approach. It’s unmistakably a Volvo, yet thoroughly modern.
The specifications are impressive. A remarkable 435-mile range on a full charge is promised. The twin-motor version boasts an impressive 186 miles of range added in just 10 minutes. Inside, the ES90 is luxurious, featuring four generously proportioned seats. There are 25 Bowers and Wilkins speakers, an electro-chromatic roof, a large central infotainment screen, and few physical buttons. The materials used are sustainably sourced and of high quality.
The overall impression is one of high-end luxury. However, Volvos are not solely about opulent luxury; they are built for safety. During the unveiling, videos showcased the ES90 being subjected to rigorous crash tests, with airbags deploying and crash test dummies seemingly ‘breathing a sigh of relief’. As Volvo emphasizes, the safest accident remains one that never happens.
Technology: The New Frontier of Safety
For the ES90, technology is a key focus. The car incorporates cameras, radar, and LiDAR – although the LiDAR unit on the roof is somewhat of a design compromise, slightly disrupting the car’s otherwise sleek profile – all working to analyze and understand the surrounding environment. It’s not just about providing an extra pair of eyes, but rather harnessing the power of numerous computers.
Alwin Bakkenes, Volvo’s head of software engineering, noted that the ES90 is their most computationally powerful model to date. This technological focus allows the car to learn from its experiences, potentially increasing its safety over time. “Our customers expect us to provide them the safest experience out there,” stated Bakkenes.
A Legacy of Safety
Volvo’s long-standing commitment to safety is readily apparent, from the introduction of the three-point seatbelt to the present day. Their brand is fundamentally about protection. Nicole Melillo Shaw, Volvo UK’s managing director, highlighted her background in family brands and heritage. Her appointment, external to the automotive industry initially, brought a fresh perspective.
Car enthusiasts can often become immersed in technical details, performance figures, and design elements. But those are not necessarily what people are looking for, and Shaw stated, “I felt I could represent the layperson, because there’s a lot of language and assumptions [in the business] that people understand what everyone is talking about.”
Her conversations with customers shed light on the reasons behind car purchases and how vehicles are used. The ES90 aims to provide comfortable, quiet, and sustainable transportation. More importantly, it is designed to ensure safe journeys.
Volvo ES90: First Impressions
Pros:
- Outstanding range potential and fast charging capabilities
- Luxurious and comfortable interior, with a top-tier sound system
- Use of sustainable materials
- Sleek, elegant, and understated design
Cons:
- The LiDAR bump is reminiscent of the taxi cabs of the past
- The car’s size may be a drawback for some
- Boot space could be improved
Other Information:
- Available for order now.
- First deliveries in the UK are anticipated in early 2026.
- Prices start from £69,650
However, safety can encompass more than surviving an accident—it can mean not having one in the first place. The ES90 appears, feels, and is likely to drive like a Volvo; a very safe car. And that’s a positive attribute.
Electric cars are more prevalent than ever, and these vehicles tend to be larger, heavier, and more powerful than their predecessors. Cars that can go from 0-60mph in under five seconds are now available for around £70,000. When you add this to the equation, safety becomes key, not just for the driver and occupants but also for those around the vehicle.
For most people, cars are essential tools utilized to travel, work, and spend time with friends and family. If they don’t have a passion for cars they still deserve good ones. From initial assessments, the ES90 has the potential to be very good indeed.
Volvo recognizes the importance of prioritizing the needs of the everyday driver, as shown by the company’s record sales in the last two consecutive years. Consumers trust Volvo to deliver on its promises—they trust the brand due to its commitment to safety.
If the Volvo ES90 is the answer, then what is the question? Surely it is: can safety be stylish? For Volvo, the answer is a resounding yes. Safety is style. Safety is cool. Safety is what consumers desire. And Volvo is happy to deliver it.
