Volvo continued its quest for a reinvention by unveiling the XC coupe concept at the Detroit auto show on Monday.
The concept is the second of three design studies that will show the direction of the redesigned XC90 crossover. The first, called the Concept Coupe, was unveiled at the Frankfurt show in September.
The concept unveiled in Detroit was the XC Coupe, showing distinctive design features like a heavy use of matter rubber, which designer Thomas Engenlath said will give Volvo's cars a new, modern functionality.
Volvo's cars have always been functional. But they were functional to the point of being purely "rationalistic" -- simply practical, safe cars, as Alain Visser, the board member for marketing and sales, suggested.
Volvo would rather inject some emotional appeal for a group of "individualistic" buyers, he said.
The redesigned XC-90 should be unveiled as a production model later this year and start hitting showrooms around the start of 2015, Volvo CEO Hakan Samuelsson said at the show.