Fenghuang. com automobile news In 1927, a black car with VOLVO logo was driven out of Lundby Factory in Sweden. Since then, this brand, which means "rolling forward" and has the strength of steel, has started its luxurious legendary journey. Today, Volvo Cars, as a business card of Swedish values, has come a long way.
In 2014, the Concept XC Coupé concept car was unveiled with Volvo’s new design language, which inherited the popular design essence of Volvo since its founding. On the one hand, it was more dynamic and modern, on the other hand, it was more confident and accurately used Scandinavian design aesthetics to convey Swedish values. Since then, Volvo Cars has launched a series of low-key luxury and powerful products along this design concept. A few days ago, as a masterpiece of this design concept, the brand-new XC60 officially came to the world.
On December 20, 2017, in Chengdu, Volvo Cars announced the official launch of its new XC60, a luxury SUV—— for humanities and technology. The new XC60 offers two design styles, luxury version and sports version. Eight models with T4, T5 and T8 power configurations are launched, and the price range is 369,900-609,900 yuan. As a global strategic model of Volvo, the arrival of Volvo’s brand-new XC60 will not only inject new vitality into the medium-sized luxury SUV market in China, but also shoulder the mission of helping Volvo Cars to accelerate the second phase of global rejuvenation. Compared with other competitors at the same level, where is the competitiveness of Volvo’s new XC60? Let’s analyze it in detail below.
Volvo’s new XC60 target customers?
Volvo’s brand-new XC60 is dedicated to a real luxury car with humanistic technology. With the elegant and dynamic Nordic "sharp design", the "pleasant driving" full of fun and free control, and the "light life" brought by forward-looking technology, it brings a brand-new driving enjoyment to the "explorer of extraordinary life" who is determined, in control of life and wise and calm. In addition, through multi-dimensional and youthful marketing, Volvo Cars has also passed on the brand spirit to consumers with the help of the new XC60, and spared no effort to promote the process of rejuvenation of Volvo brands, so as to meet the younger and younger car buyers in the market and help every car owner to reach any place he wants more easily, enjoy a relaxed, free and comfortable driving process, and create extraordinary things in a more perfect state.
Volvo’s new XC60 competitor?
From the product positioning point of view, Volvo’s new XC60 will join the competition of luxury brand medium-sized SUV market segment. Among them, the top three German products will be the main competitors of the new XC60. Compared with Mercedes-Benz GLC, BMW X3 and Audi Q5, although the new XC60 has not been lengthened, it still has advantages in body size, which also provides favorable conditions for the new car to have more comfortable driving space. In addition, in terms of power, in addition to the main 2.0T high-powered model’s power parameters reaching the mainstream level of competing products at the same level, the new XC60 also provides T8 hybrid model to enrich consumers’ choices, and the new car also provides a 2.0T low-powered model to lower the price of entry threshold, which also makes Volvo’s new XC60 more friendly than competing models.
Volvo’s brand-new XC60 competitive design
Volvo’s new XC60 continues the family design language of 90 series, with dynamic and elegant appearance and Scandinavian authentic luxury interior design. It provides two design styles: luxury version and newly designed R-Design sports version to meet the personalized and diversified needs of users with different personalities.
The new XC60 has a length/width/height of 4,688/1902/1,658 mm and a wheelbase of 2,865 mm. It adopts family-style design elements such as "Raytheon’s Hammer" headlights, "Viking Axe" taillights and flagpole exterior rearview mirrors, and the widest body in its class cooperates with the new design style to create a dynamic posture ready to go. Thanks to the smooth and accurate body line design, the drag coefficient of the new XC60 is only 0.32, which effectively reduces fuel consumption. The front and rear doors of the new XC60 are designed as "lower package", and the doors extend to the bottom of the car body, which not only has a better visual effect, but also ensures that passengers’ clothes will not be dirty when getting on and off. R-Design sports edition has sharper appearance lines, exclusive flame shadow blue body color, sports kit and 19-inch R-Design wheels, so as to release sports vitality and passion.
The new XC60 breaks the flat interior design used by competing models, and the original three-dimensional new interior style is as amazing as a work of art.. The new XC60 adopts the integrated design of the front cabin of Elk Horn, the piano-style multi-level instrument panel is elegant and eye-catching, covered with leather, piano panel and other materials, and the luxurious interior atmosphere lights can change according to the mood, showing the simple and luxurious beauty of Scandinavia. The new XC60 innovatively introduces "drifting wood" as the interior material, and the exquisite lines and textures create a flowing aesthetic feeling. The chrome-plated metal strip around the "drifting wood" decorative board is exquisite and beautiful, and the Swedish flag at the joint has both functional and visual needs, and the strong Nordic style is coming to the fore. Organ air conditioning air outlet and diamond cutting sound control knob make artistic beauty everywhere. The T8 model is also equipped with an energy gathering Orrefors crystal electronic shift lever from XC90, which shows the true luxury of the interior design.
Volvo brand-new XC60 competitive driving.
The new XC60 uses power technology, chassis technology, cockpit technology, audio technology and many other scientific and technological means to create a "full-sensory luxury and happy car", bringing customers the enjoyment of driving at will. In terms of power configuration, Volvo’s new XC60 is equipped with the award-winning Drive-E powertrain, and the forward-looking technology brings more efficient performance, enabling drivers not only to indulge, but also to achieve lower fuel consumption and emissions. The new XC60 is the only medium-sized luxury SUV in its class equipped with T8 high-performance plug-in hybrid power system. The T6 twin-turbocharged engine is perfectly matched with the motor, releasing a powerful power with a maximum power of 407 HP and a maximum torque of 640 Nm, with an acceleration of 5.3 seconds per 100 kilometers and a fuel consumption of only 2.3 liters per 100 kilometers.
SPA extensible module architecture brings brand-new chassis structure and driving adjustment to XC60, and with intelligent full-time four-wheel drive system, it meets the various driving needs of drivers indulging in cities and mountains and rivers. Double wishbone front suspension and multi-link independent rear suspension give consideration to comfort and movement, and avionics suspension and 4C chassis combine to filter road conditions at a frequency of 500 times per second to improve comfort and passability.
Volvo’s brand-new XC60 strives to build a CleanZone clean cockpit, with health technologies such as IAQS in-vehicle air quality control system, CZIS active cockpit cleaning system, real-time monitoring of AQI PM2.5, and anti-sensitivity control of interior materials, and has a super-large openable panoramic skylight, which can be smelled and seen by Nordic air. Nappa leather seat is ergonomically designed, providing up to 45 kinds of electric massage combinations, and has the only electric leg and lateral support in its class to relieve long-distance fatigue. Hall-level audio brand B&W has customized the in-car audio system for the new XC60, with 15 speakers, 12 channels, 1100 watts of effective power and three music modes, and applied Dirac Unison active acoustic processing technology, which is the most advanced sound optimization technology so far, allowing customers to "instantly cross" to the Gothenburg Concert Hall.
Volvo brand new XC60 competitive light life
The new XC60 helps car owners to drive safely and conveniently, cope with various situations easily, and bring warm-hearted and high-quality travel enjoyment with its forward-looking intelligent technology, internet technology, safety technology and lighting technology. The new XC60 is only equipped with the Pilot Assist function at the same level, which can realize autopilot assistance within 0~130 km/h. With the PAP automatic parking function and AquaBlade water blade spray wiper, it can easily meet daily commuting.
The new XC60 has the leading interconnection technology at the same level, and has the best man-machine interface SENSUS intelligent vehicle interconnection system, which can realize the three-screen linkage of 12.3-inch intelligent multi-mode digital dashboard, 9-inch vertical touch control panel and HUD head-up display, so that the owner can keep his eyes on the front and get the required information at any time. In addition, the new XC60 also provides Car Play service, which can seamlessly link with smart terminals and interact in real time.
The new XC60 comes standard with the upgraded City Safety urban safety system, as well as three world-first intelligent safety technologies, namely, new emergency avoidance assistance function, intelligent avoidance function for opposite vehicles and intelligent avoidance function for vehicles coming from blind areas, and the world-first road deviation and protection system, so as to protect driving safety in all directions. In addition, the new XC60 is also equipped with the second-generation FAHB fully intelligent slide rail matrix LED headlights, which have a longer irradiation distance and can reach 100% brightness in only 2 milliseconds, and can illuminate the extraordinary road ahead at any time.
Innovative Marketing of Volvo’s New XC60 Competitiveness
In the new season "Feng Wei" program, Volvo brand-new XC60 will jointly open a delicious feast with Nicholas Tse, and together with hundreds of millions of viewers, they will pursue the true meaning of "extraordinary road" in the art of food. This cooperation is an innovative attempt of experiential marketing of Volvo cars. The extraordinary pursuit of extreme delicacy in Fengwei coincides with the life concept of enjoying extraordinary and striving for perfection represented by the new XC60 car owners.
In addition to establishing emotional links and resonances with consumers through Fengwei, Volvo Cars has also joined hands with Tmall to build a "high-speed channel" that directly touches consumers, realizing all-round online and offline drainage and interaction, and further improving the sales system. As the first luxury car cooperative brand of Tmall’s "Super Test Drive", Volvo provides consumers with more convenient and efficient product experience and service. In addition, the new XC60 will further cooperate with Tmall’s "Ideal Life Club".
From Fengwei to Tmall, Volvo Cars has passed on the brand spirit of "people-oriented" and the brand-new XC60 product personality full of humanistic care to consumers with a brand-new marketing system and multi-dimensional and youthful marketing measures, so that every "extraordinary" you can have an "extraordinary" driving enjoyment with physical and mental pleasure.
Summary:With the arrival of the new XC60, Volvo will surely become the most competitive product in the medium-sized luxury SUV market in China, with the only standard Pilot Assist technology, three world-first active safety technologies, the only T 8 high-performance hybrid, elegant and dynamic brand-new family appearance and unique natural material interior, the leading Sensus intelligent car interconnection system in the same class, Nordic car air and other warm-hearted high-tech configurations.
As Volvo’s first medium-sized luxury SUV based on SPA’s extensible modular architecture, the elegant and dynamic Nordic "sharp design", the "pleasant driving" full of driving interest and free control, and the "light life" brought by forward-looking technology, Volvo’s brand-new XC60 will bring new driving enjoyment to the "explorer of extraordinary life" who is determined, in control of life and wise and calm, and become the leader of humanities and technology luxury.