Volvo Cars wants you to rediscover your passion in life with the V90 Cross Country
Volvo Cars, the premium car maker, is challenging people to rediscover their passion in life with the new V90 Cross Country campaign.
International research, undertaken by Volvo Cars, shows that six out of ten people globally want to spend more time pursuing outdoor activities – with hiking, running and cycling topping the most-popular list. Among those who feel unable to prioritize their hobbies, 68 per cent indicated that their work takes up too much time in their life. Responding to these insights, Volvo Cars’ new V90 Cross Country campaign encourages people to rediscover their passions and adventures that they once loved and prioritized.
“Most of us reach a point in life when we choose a career over being a ski bum or a surfer. For some people this can mean losing their sense of adventure as they settle into a comfortable life. This campaign reminds us that now is the time to reconnect with the people and passions we love so much and to live our lives to the fullest,” says Thomas Andersson, Vice President Global Marketing, Volvo Car Group.
Taking inspiration from the late British philosopher Alan Watts, the new campaign encourages people to rediscover their forgotten passions, rethink their priorities in life and live more in the moment.
“Without clichéd images of rural terrain or off-road capabilities, the V90 Cross Country is presented as The Get Away Car; a perfect enabler that helps people get away from their busy lives to reach that much-sought-after work-life balance,” says Thomas Andersson.
The campaign film, shot in and around Vancouver, Canada, follows four business professionals reconnecting with their loved ones and the passions of their past, leaving the city behind in their Volvo V90 Cross Country for surfing, fishing and nature photography trips.
The imagery is contrasted by the iconic 1959 “Live Fully Now” speech by philosopher Alan Watts, in which he discourages people from living for future status, and instead encourages them to live in the moment and do more of what they love. The message is clear: “You Can’t Live at All, Unless You Can Live Fully, Now.”
Volvo S90 and V90 achieve top AEB Pedestrian safety ratings
Volvo Cars, the premium car maker, has cemented its position amongst the leaders of automotive safety innovation with its new S90 sedan and V90 wagon by being the first car maker to score a full six points in the Autonomous Emergency Braking for Pedestrians (AEB Pedestrian) test procedure and an overall 5 Star rating for both cars.
The S90 and V90 results surpass the best overall score of any model tested last year and now make Euro NCAP’s top-3 best-ever performing cars all Volvos.
The result follows in the footsteps of the XC90, which was the first car from any manufacturer to score full points in the Euro NCAP Autonomous Emergency Braking Car to Car rear-end tests (AEB City and AEB Interurban). The S90 and V90 performed as expected in the 2017 testing cycle, achieving a full 5 stars, thanks in large part to the high level of standard safety equipment in the new cars.
“We work hard to ensure that our cars fulfil all safety requirements and pass all testing procedures that the ratings agencies develop. Our main focus is, and always has been, real-life safety. Autonomous Emergency Braking systems, such as our City Safety offer also represent a clear step forwards on our journey toward fully autonomous cars, which we see as a key element to reduce traffic fatalities and injuries,” said Malin Ekholm, Director of the Volvo Car Safety Centre at Volvo Cars Group.
Volvo’s success in the Autonomous Emergency Braking tests are a result of the advanced City Safety system which is standard in all new Volvo cars. City Safety works by identifying potential hazards on the road ahead, such as vehicles, pedestrians and cyclists in certain situations, day and night.
“Safety has always been our key priority at Volvo Cars. The S90 and V90 5 star ratings and maximum points in the AEB testing procedures underscores our ongoing commitment to delivering a safe, enjoyable and confident driving experience in our cars,” added Malin Ekholm.
The AEB Pedestrian tests by Euro NCAP are designed to check performance of pedestrian detection systems using three road crossing scenarios, all of which would result in a fatal collision if the AEB system did not intervene. The tests represent common and critical situations that frequently result in pedestrian casualties in the real world:
- An adult runs into the road from the driver side of the vehicle
- An adult walks into the road from the passenger side of the vehicle (two tests are carried out for this scenario)
- A child runs from between two parked cars into the road from the passenger side of the vehicle
Volvo Cars has a long held vision that no one should be killed or seriously injured in a new Volvo car by the year 2020. The S90 and V90 are further proof of Volvo’s continuing investment in and commitment to automotive safety leadership.
Volvo Cars celebrates 20 years of All-Wheel Drive in the snow with a firm eye on the future
Volvo Cars, the premium carmaker, is celebrating 20 years of mechanical All-Wheel Drive (AWD) by putting some of its most capable cars through their paces on the frozen lakes around the Northern Swedish ski resort of Åre.
The Swedish car maker is running a winter test drive showcasing its leading mechanical and new electric All-Wheel Drive solutions on the all-road, all-weather XC90, V90 Cross Country and V40 Cross Country models.
“Volvo cars are well known for what we call ‘framkomlighet’ in Swedish – the ability to get you wherever you want to go – regardless of the weather conditions. This is an important part of our heritage and a clear reflection of who we are and where we come from. With the recent addition of electric All-Wheel Drive to our top-of-the-line products we have further refined our performance in this important area,” said Henrik Green, Senior Vice President, Research & Development at Volvo Cars.
Advances in AWD technology mean that improved handling, stability and traction continue to provide a confident, agile and enjoyable driving experience while reducing fuel consumption.
“Electrification will bring ever more flexibility to AWD. You can see the first signs of this in our XC90 T8 Twin Engine, where we have an electric rear-axle drive unit powering the rear wheels. As we move to full battery electric vehicles and other powertrain applications, we will see increased opportunities to control each motor and wheel independently, based on either the surface conditions or the desired driving style,” said Henrik Green.
As AWD technology has advanced, the weight of mechanical systems has come down and efficiency has improved. Since the introduction of efficient ‘Active On Demand’ technology, all four wheels are always engaged to allow for the instant distribution of torque to the rear wheels when needed. The actual torque applied is controlled to constantly deliver the right properties regarding handling, stability and traction at any moment. Volvo Cars’ current mechanical AWD system is modular in design and used on all Volvo models.
“We understand the needs of our customers. We understand the need for a flexible AWD solution that quickly and automatically adapts to different real-world, all-weather circumstances. AWD is as much a safety feature as it is a vehicle dynamics system and we are committed to delivering a confident, balanced and enjoyable driving experience that delivers a feeling of full control,” added Henrik Green.
All-Wheel Drive variants account for over 50 per cent of new 90 Series car orders for the Swedish carmaker. Across the wider Volvo Cars model range, the figure is over 40 per cent.
Note to editors:
Volvo’s research into and testing of AWD systems goes back more than 20 years. The first AWD Volvo car to go into serial production was the Volvo 850 Estate, launched in May 1996 with the 2.5l turbocharged I5T engine developing 193 hp and a five-speed manual transmission.
The Volvo V70, based largely on the 850, came with AWD from 1997 onwards. The same year, Volvo produced its first ‘Cross Country’ V70XC variant, helping to develop a completely new type of car with a rugged design and capable characteristics that is now a familiar sight both on the road and off the beaten track.
Volvo Cars introduced its AWD program just as it began development work on the first generation XC90, its award-winning entry into the SUV segment, launched in 2002 at the North American International Auto Show in Detroit. The first generation XC90 came with an optional Haldex Traction Generation 2 AWD system on the turbocharged 2.5T petrol engine. The T6, a 3.2L power plant came with AWD as standard.