Volvo recently previewed its Concept Coupé, which the automaker described as its first expressive interpretation of a new brand direction where design has an elevated strategic importance to deliver more emotion into the Volvo brand.

“Our transformation plan includes a commitment to create a more premium vision of Volvo Cars. Releasing the emotional power of our human-centric design heritage is one of the key elements in this strategy,” said Alain Visser, senior vice president Marketing, Sales and Customer Service at Volvo Car Group. “A more premium image is vital to gain momentum in our journey towards an annual sales volume of 800,000 cars. It also supports our price position versus our main competitors in the premium segments.”

The introduction of the Volvo V40 in 2012 was the first step in this direction, Volvo said. The positive media and customer feedback emphasizes that Volvo Cars is running with the best in several important areas, including design. The upcoming introduction of the new scalable architecture enables the company to accelerate the transformation.

The Volvo Concept Coupé is the first of a series of three concept cars that demonstrate the design possibilities created by the new Scalable Product Architecture (SPA), according to automaker. They pave the way for the introduction of the all-new Volvo XC90 in 2014.

According to the automaker, the emotional aspect is also important when shaping the future of properties that are established Volvo territory among consumers:

• Focus on safety has moved from offering protection in worst-case scenarios to creating features that support the driver and enhance the user experience.

• Modern environmental care is able to combine low emissions and reduced fuel consumption with an enhanced driving experience – for instance though ingenious plug-in hybrid technology.

• The classic functionality has moved beyond being practical. Volvo Cars’ approach is to create human-centric features that actually make today’s hectic life easier for the user.