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Volvo looks to re-brand itself with 2nd generation XC90

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Volvo not only formally severed any lasting bonds with Ford (which actually sold the brand to China's Zhejiang Geely Holding Group in 2010), it has re-branded itself with the debut of its the second-generation XC90 SUV. The vehicle hadn’t been updated since 2002.

“This marks a new era for our company,” stated Volvo CEO Hakan Samuelsson. "The XC90 paves the way for a portfolio of exciting new cars to come over the next few years." He also stated that the company hopes to double is annual sales to 800,000 units within the next 6 years.
The unveiling of the XC90 comes as the culmination of a 3 years project costing nearly $11 billion to design the vehicles aswell as to build factories to create all new styling, upgraded safety technologies, more fuel-efficient engines and a more luxurious interior than the current car, including “generous space, celebration of light and focus on wellbeing, all meant to express key elements of the Swedish lifestyle, featuring leather, wood and a crystal glass gear lever made by Swedish glassmaker Orrefors," stated Volvo’s senior vice president of design Thomas Ingenlath.

The XC90 also features a “touchscreen table in the center console controls vehicle functions, entertainment and communications without any buttons and provides an entirely new way for drivers to control their car and access a range of Internet-based products and services,” he continued, as well as noting the new exterior design created with a " longer hood, “sharper shoulders and a more muscular body than the current vehicle, as well as new rear lights.”

The public will get its first chance to see the new XC90 at the Paris Auto Show this coming October before the Volvo hits the international marketplace in the US and Europe early next year.

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