INTERNATIONAL LAUNCH: Volvo’s new S90 — swish, Swedish, safe and serene
VOLVO’s complete self-reinvention takes another step forward with the arrival of the big S90 sedan, which is due in SA towards the end of the year and looks likely to start from the mid-R600,000 mark.Business is looking good for the brand. With the superb XC90 family sport-utility on stream for a year now, the company is in operating profit, making a margin of 7.5% in the first quarter. In the first six months of 2016 it has sold a record 256,563 cars worldwide.Volvo’s secret is vehicles with a clear brand identity. It’s not just the safety commitment. We all know too about its nonaggressive and calming "Swedish" design and personality, the fact they’re relaxing to drive.The Swedish company was bought from Ford by the hands-off Chinese conglomerate Geely in 2010. That was day zero. Since then it has designed and started implementing a whole range of all-new models that have freed themselves from a legacy mish-mash of Ford and Mazda components (Mazda also formerly partnered with Ford...
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