On April 15, Volvo's new XC90 launch conference was held in Shanghai. It took nearly an hour to explain how this product focused on safety, winning praise from the industry.
After the press conference, Yu Kexin, president of Volvo Car Greater China Sales Company, explained the reason for doing so in an exclusive interview with the media: "Market competition will only become more and more fierce. There is no turning point in sight. We need unique advantages."
This flagship SUV, which embodies the essence of Volvo's 98 years of car-making, has once again set a new safety standard. The new car adopts the latest generation of cage-type body structure, and the proportion of high-strength steel is as high as 40%, of which boron steel accounts for the industry's leading level. Even more impressive is that Volvo has raised the control standard of prohibited and restricted substances in the car to 6,000, far exceeding the 6 requirements of the national standard, creating a truly healthy mobile space for drivers and passengers.
For Volvo, the inventor of the three-point seat belt, "safety is actually a belief and a responsibility, not just a pile of materials." Yu Kexin said, "The City Safety system equipped in the new XC90 has evolved to the seventh generation, which can achieve active protection in all weather and all scenarios."
Yu Kexin, President of Volvo Car Greater China Sales Company
Sincerity pricing is determined by the market
Faced with fierce market competition, Volvo has formulated a highly competitive pricing system for the new XC90. The new car is available in three versions: 5-seat, 6-seat and 7-seat. The official guide price range is 638,900-894,900 yuan, but Volvo has also launched a "limited time exclusive price" of 479,000-679,000 yuan, with the highest discount exceeding 200,000 yuan.
"Prices should be determined by the market," Yu Kexin explained. "We conducted in-depth research on the actual needs and market conditions of Chinese consumers, and finally formulated this sincere pricing plan." This pragmatic pricing strategy also allows the new XC90 to demonstrate strong competitiveness in the imported luxury mid-to-large SUV market.
Electrification strategy is accelerating
2025 is a big year for Volvo's products, and it plans to launch 7 new models. Yu Kexin jokingly called this "Seven Swordsmen from Tianshan Mountain". In the first half of the year, fuel vehicles will be the main focus, and in the second half of the year, new energy models such as EX30 CC and EX90 will be launched intensively. According to him, Volvo's goal is to form a golden product structure of "40% fuel vehicles, 30% hybrid vehicles, and 30% electric vehicles" to establish a leading advantage in the luxury hybrid market segment.
"We believe that Volvo has unique technological advantages in the field of luxury hybrid vehicles," Yu Kexin said confidently. "While other luxury brands are still exploring, we have already prepared mature product solutions."
It's not just the hybrid solution that is mature. Volvo has been continuously improving its iconic "Six Service Commitments", including lifetime parts warranty, free pick-up and delivery, and other special services.
At the same time, through digital means, Volvo has established a transparent system for the entire process from sales to after-sales. "Our after-sales workshop has achieved 100% visualization, and every part can be traced, which is a first in the industry." Yu Kexin introduced that this extreme transparent service has kept Volvo's customer satisfaction at the forefront of the industry.
Dad’s love is Volvo’s love
At the press conference that night, actor Hu Ge made an appearance as the brand spokesperson, which was a big surprise. As a loyal XC90 owner, Hu Ge said that Volvo's safety concept is highly consistent with his attitude towards life, and he will tell his daughter in the future that "Dad's love is Volvo's love." Hu Ge's sincere emotional expression at the press conference resonated strongly with the audience.
"Volvo is like a treasure chest, a treasure brand of great value," said Yu Kexin. "We have been waiting for such an opportunity. We hope to use this new car, another flagship model, a core product that represents all our safety, health and environmental protection technologies, to tell consumers about Volvo's core concept again."
At the countless crossroads of history, the choice is crucial, and Volvo's choice is to provide consumers with safe cars. With the launch of the new XC90, Volvo has launched a new round of product offensive in the Chinese market. In the tide of electrification and intelligence, this Nordic luxury brand known for its safety is showing its timeless brand charm to Chinese consumers through the dual improvement of product strength and service experience.