Volvo is understood to be working on a new flagship SUV that would sit above the XC90 in size, positioning the model as a direct rival to the Range Rover at the top end of the luxury SUV market. While full specifications have yet to be confirmed, the move would mark a significant step up for Volvo's model range, giving the Swedish brand a genuine large-scale contender against Land Rover's flagship.

Alongside plans for a bigger SUV, Volvo is also looking at how its cars are visually identified on the road, with design chief Ingenlath suggesting the brand's signature iron mark badge and surrounding grille could be reworked as part of a fresh design language. Speaking about the importance of recognisable branding, Ingenlath said customers want to feel connected to the personality and character of the brand they buy into, and that this connection depends on being able to instantly recognise the make on the vehicle itself. He argued that one of the biggest challenges facing the car industry today is the growing "anonymous look" of modern cars, with many brands' designs becoming difficult to tell apart at a glance.

To illustrate the kind of experience Volvo wants to create, Ingenlath pointed to the classic Leica camera as a reference point. He explained that the appeal of such a product isn't simply about functionality, like pressing a button, but about the sensation and tactile quality that comes with the interaction. According to Ingenlath, this kind of feeling ties directly into a sense of premiumness and luxury, whether that's through high-quality materials or even the satisfying sound created by a well-engineered button.

That philosophy appears set to inform Volvo's next generation of models, including the rumoured new range-topping SUV. If the brand is serious about challenging the Range Rover directly, distinctive design cues and a strong sense of brand identity will likely be central to the car's appeal, especially in a segment where buyers are paying a premium for prestige and craftsmanship as much as outright capability.

Details on powertrains, interior technology and a potential unveiling date for the new flagship remain unconfirmed, but the direction from Volvo's design leadership suggests the brand is keen to make its next big SUV instantly recognisable, both for its scale and for the character it presents to buyers cross-shopping premium rivals.

Source: Auto Express

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