Volvo Keeps Design Language Consistent Across New Models

Volvo’s design direction prioritizes a stable, consistent look over rapid shifts in style. The current design language, showcased in the 2028 XC40 and XC60 unveiled this month, traces its most direct lineage to the 2015 XC90. That flagship SUV introduced sharper creases and geometric shapes, establishing a visual foundation that remains visible in the newest models.

Roots in Scandinavian Culture

Alain Snoodijk, an exterior designer on the project, says this continuity reflects a cultural approach to style. He describes Scandinavian culture as having a timeless quality, a trait visible in fashion, furniture, and interior design. This philosophy guides the design team as they build the brand’s future lineup.

Snoodijk notes that this focus provides a “stable course” for the company. The tall taillights on the XC40 and XC60 serve as a modern example of an element refined over time into a brand pillar. While the newer vehicles share a clearer family resemblance, the strategy allows for individuality within each team.

Designers bring their own perspectives to a project. Snoodijk explains that while there is an overarching strategy looking multiple years ahead, individuals fill in the details differently. One designer might make different choices than a colleague, allowing for variation within the shared language.

Respecting the Past Without Copying It

Volvo celebrates its centennial next year, giving the brand a strong history to draw upon. However, the company avoids simply copying old styles. Snoodijk distinguishes between designs inspired by heritage and retro work. The brand relies on its history but does not want to create cars that look dated.

The design process focuses on the reason behind a shape rather than the shape itself. The shorter, wider grille on the ’28 models references the P1800. This connection matters because the P1800 represented a bold, forward-looking move for Volvo in the 1960s. The design team links current work to that spirit of progress.

Snoodijk reveals that the team draws influence from their daily lives. The proportions of the XC60, for instance, reflect strong customer feedback. More unexpectedly, the care taken in arranging their own living spaces influences the interior design. The team works through virtual calls, yet the care in their home environments is visible in the virtual collaboration.