In the current trend where new energy models are vying for attention with aggressive design languages, VOLVO seems to go against the grain. The upcoming all-new XC70, set to launch in the second half of the year, shuns excessive lines and overly-stacked styling. Instead, it resembles an industrial artwork crafted with a subtractive approach, embracing the core philosophy of “not over-designing” and continuing VOLVO’s consistent aesthetic of rational beauty on a visual level.
Starting from design, the XC70 continues the Scandinavian style’s emphasis on the principle of form serving function. This is a design philosophy rooted in the Nordic polar lifestyle, focusing on simplicity, functionality, and connection with nature. In the XC70, this philosophy is implemented in every structure and detail of the vehicle.
Classic elements have been retained, such as the Thor’s Hammer daytime running lights, Viking axe rear lights, and the Bond curve that has been carried through from the VOLVO P1800 model, all modernized on the XC70. Additionally, details such as the closed shield-shaped front face, hidden door handles, and frameless doors make the entire vehicle visually purer and more integrated, aligning with the aesthetics of the pure electric era.
The newly introduced design language is also noteworthy. For instance, the design at the bottom of the front face, dubbed the Nordic Reindeer Lower Frame, along with the split lamp groups, forms a distinctive facial expression, adding some flexible recognition through restraint. The side waistline, known as the Glacier Line, enhances the overall power of the vehicle through a clean, powerful sculpting line, extending the dynamic feel of the car body. These are not aimed at pursuing so-called visual impact but are closer to VOLVO’s consistent pursuit of balance between nature and function.
In terms of color, the XC70 offers a variety of car colors inspired by the natural landscapes of the Nordics, such as Pine Lake Green, Sunset Gray, Crystal White, Agate Black, and Desert Sand. Each carries its visual language and natural associations. The core of this color strategy is not about “flashiness,” but rather an attempt to achieve harmony when the vehicle coexists with natural scenes. For example, Pine Lake Green blends well in a misty forest background, while Sunset Gray displays subtle warm transitions in low light or twilight.
Overall, the exterior design of the new XC70 doesn’t attempt to deliberately break through or grab attention, but it indeed conveys VOLVO’s independent judgment on the product image for the new energy era through a complete aesthetic system—ranging from design philosophy, line layout to color selection. It does not advocate using style to persuade users but hopes to let design naturally become part of the experience.
In an era where many brands seek market breakthroughs through visual tension, VOLVO XC70Such restraint and balance may not be breathtaking at first glance, but they are more likely to withstand the test of time. In a sense, this return to rationality and essential design might be what some users are seeking as the “new luxury.”
This article is a translation by AI of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.