Rejuvenated Volvo launches S90 as it targets executive car market

The long-awaited Volvo S90 — Volvo’s entry ticket to the executive car market where it will compete against the likes of the Audi A6, the BMW 5 Series, and the Mercedes E-Class — was unveiled in Sweden this week, ahead of its official launch at the Detroit Motor Show in January.

Volvo says the S90 marks a giant step forward for the company and maintains that while it is better known for its SUVs and estates, the launch of this car shows it is intent on shaking up the premium sedan segment.

Equipped with a host of technologies ranging from cutting-edge safety to cloud-based apps and services, the S90 is further proof of the Swedish brand’s continuing transformation under its new Chinese owners.