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.

“With the launch of the XC90 we made a clear statement of intent,” said president and CEO Hakan Samuelsson. “We are now clearly and firmly in the game. With $11bn of investment over the past five years we have not only reimagined what Volvo Cars can be, we are now delivering on our promise of a resurgent and relevant Volvo Cars brand.”

Volvo says the S90 will come with a clean and powerful 394 bhp T8 twin engine, plug-in hybrid powertrain, and one of the most luxuriously appointed interiors and connected infotainment systems in the large sedan segment. D4 and D5 diesels will also be available.

The car is based on the same platform as the excellent XC90 and Volvo says this new Scalable Platform Architecture will form the basis of forthcoming S40 and S60 models.

“Our idea was to bring something entirely new to this rather conservative segment and deliver a visual expression that exudes leadership and confidence on the exterior,” said Thomas Ingenlath, senior vice-president of design at Volvo Car Group. “On the inside we have taken the S90 to the next level, delivering a high-end luxury experience that promises comfort and control.”

Other technologies include an advanced semi-autonomous drive feature, Pilot Assist, which gives gentle steering inputs to keep the car aligned in lane markings up to around 130km/h and no longer needs to follow another car. Pilot Assist is another step to full autonomous drive.

The S90 also introduces a world first function to City Safety — large animal detection — capable of detecting animals such as horses, night or day.

Taking on the massed ranks of German contenders in the executive segment, as well as the likes of Jaguar XF and the Lexus GS, will be a tall order for the new Volvo.

However, in tandem with the excellent new XC90 — which we will be reviewing here next week — there is every sign that the S90 will have a lot to contribute to the company’s fortunes going forward.