Volvo Pondering to Create Bespoke Division

Volvo Concept Coupe 1 photo
Photo: Volvo Cars
Volvo has confirmed its interest in opening a bespoke service for its customers. The new division of the Swedish carmaker could open the door to a world of customized cars with factory warranty, something not unlike similar programs from more luxurious brands in the business.
Volvo's potential for a bespoke division came into context once the company sold out the limited "First Edition XC90" within 48 hours of launch. Interestingly, this special edition of the then-new XC90 was only available in one color and trim option, but the limited character of the First Edition XC90 lured customers into its higher price tag.

Volvo later designed another special edition of the XC90, the Excellence Edition, this time for the Chinese market. That particular version proved popular among wealthy Chinese consumers and opened Volvo's appetite for developing more expensive versions of its models.

Iain Howat, Volvo UK's head of product, states that the company is working on the opportunities available for a division dedicated to high-end consumers. According to Autocar, the Volvo official claims that the company could have a division similar to Range Rover's Autobiography. We expect the Swedish carmaker to develop a line similar to BMW's Individual or Audi's S-Line.

Before Volvo launches a special bespoke division, the company wants to make sure its customized products will be profitable and desirable. Since these will be based on existing production cars, the company might be in front of an opportunity to raise its profits without a major increase in sales, something that's not exactly easy to achieve.

Down the line in Volvo's future, the Swedish manufacturer plans to update the rest of its range by 2019. An expansion of the Polestar lineup with a possibility of implementing electric engines to improve performance of existing vehicles might come in the foreseeable future as well, so all looks good in the long run for the Swedes.
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About the author: Sebastian Toma
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Sebastian's love for cars began at a young age. Little did he know that a career would emerge from this passion (and that it would not, sadly, involve being a professional racecar driver). In over fourteen years, he got behind the wheel of several hundred vehicles and in the offices of the most important car publications in his homeland.
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