Miscellaneous Features
Out of the Box and Into Your Heart
By Bryan Joslin
Apr 1, 2007, 10:25

Editor's Note: As the first in a two-part series examining Volvo design and Volvo's chief of design Steve Mattin, editor-at-large Bryan Joslin attended a small dinner with the illustrious designer while in Switzerland at the Geneva Auto Show. Sampling Swedish food on Swiss soil, Joslin also got a taste of Volvo's future and reports on what he learned below. Tomorrow, a full transcription of an interview conducted with Mattin at the North American International Auto Show in Detroit further touches on these subjects and others.

The Swedes are an unusual lot by most standards. It could have something to do with underexposure to sunlight and a diet based on creamed fish. Whatever the reason though, the uniquely Swedish perspective on life manifests itself in a distinct design style, one which can be spotted from across the fjord.

For years the same could be said about Volvo’s cars. The silhouette of the 240 series remains indelibly stained on the mental canvas of much of the world as the epitome of the brand’s image, its rectilinear shape so simple any second-grader could easily and accurately duplicate it on a whim. It’s no wonder these cars earned the nickname “brick.”



With the introduction of the S80 in 1998, Volvo initiated a departure from its Lego-inspired styling phase. All of the models in Volvo’s current lineup echo the theme that started with the S80- an upright but gently rounded nose, sweeping roofline, vertical tail, and a pronounced shoulder line. The look is far more progressive than the 240s of old, but someone wants to take Volvo styling to the next echelon.

That “someone” is Steve Mattin, Volvo’s Senior Vice President of Design. After nearly two decades with Mercedes-Benz , Mattin is looking to inject Scandinavian design with a bit more emotion. He spoke recently to a group of motoring journalists about how future Volvos will look, going so far as to offer glimpses of 3-D renderings of upcoming models for emphasis. For now though we can look at the recent XC60 concept vehicle for clues about what lies ahead for Sweden’s most iconic marque.

One of the key elements of the XC60 concept is the use of trapezoidal shapes. The grille, for instance, has done away with the conventional rectangle and drawn on cues from the company’s P100/Amazon models of the 1950’s. The same shape is echoed in the lower portion of the front bumper and in the rear quarter windows. The grille will certainly be featured on future production Volvos, and we can expect to see suggestions of the shape in other details as well.

Nestled between the grille and the headlamps what Mattin refers to as “position lamps,” and these will also be a key design feature on future models. Running parallel to the grille, these will act as daytime running lights, but more importantly they will give life to the face of the car. In much the same way that “angel eyes” make a BMW instantly recognizable, these position lamps will help establish the new Volvo identity.

From the rear, future Volvos will likely lose the block-shaped taillight treatment altogether. New technologies, such as LED lighting, mean it is likely that next-generation cars will feature taillight “ribbons” no wider than a half-inch, but that hug the contour of the body.

In the center of the XC60 grille sits a bold, revised crest, the Volvo “iron mark.” The circle with a diagonally positioned arrow was originally the ancient symbol for iron, and was affixed to the Volvo marque in 1926. In time, the circular symbol was placed in a box, literally framed by a square border for decades. Mattin is doing away with the box and beefing up the circular shape to give the logo more emphasis. Expect the entire current lineup to get the revised logo as part of their mid-term styling updates.

Along the same lines, the word “Volvo” on the rear will be expanded in size and scale. Instead of the letters being grouped tightly to form the word, they will be enlarged and separated, spanning the width of the rear section for greater impact. The new XC70 model already incorporates this styling revision, which has its roots in the 1950’s P100/Amazon models.

The distinct shoulder line that graces all current Volvos will continue, but with a new twist. Literally. This sculptured detail will not only arch visibly when viewed in profile, but when viewed from above will also bow outward at the center, reaching in deep at the front and back.



Below the shoulder line, the broad, shapeless expanses of steel will disappear. In their place will be more sculpted panels. With more contour to the doors and fenders, the body will reflect light from various sources, adding dimension to the shape and creating unique lightscapes for visual interest.

All these new elements will start to work their way into production Volvos over the next couple years. Some will be more subtle and others will be more significant. Either way, the next generation of Volvo sedan, wagons, and activity vehicles promises to be more exciting than a brick, adding more lust to the line.

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