Volvo’s new EX90 is drawing attention for a design approach that combines the brand’s Scandinavian identity with influences from its Chinese ownership and market presence. An opinion piece published by ThePrint argues that this combination is precisely what makes the electric SUV particularly appealing.
A familiar Volvo with a new character
The EX90 clearly carries forward elements of the popular XC90, particularly its restrained and sophisticated appearance. Volvo’s Scandinavian design philosophy remains visible through clean surfaces, understated detailing and an emphasis on simplicity.
Yet the new SUV also feels different from earlier Volvo models, giving it a more contemporary character.
Where Chinese influence comes in
The EX90’s character reflects Volvo’s evolution since becoming part of the Chinese automotive group Geely. Rather than completely abandoning its Scandinavian roots, the brand appears to have incorporated ideas and influences from a rapidly developing Chinese automotive environment.
This blend is particularly noticeable in the way technology and modern luxury are presented. The result is an SUV that retains Volvo’s understated identity while appearing more futuristic.
Minimalism meets modern technology
The EX90 continues Volvo’s preference for uncluttered design. Instead of relying heavily on decorative elements, the vehicle focuses on clean lines and a calm cabin environment.
This approach fits naturally with the expectations surrounding premium electric vehicles, where technology, space and digital features increasingly form an important part of the ownership experience.
A different direction for Volvo
The EX90 represents more than another addition to Volvo’s SUV range. It demonstrates how the company is adapting its design language while maintaining links to the concepts that made models such as the XC90 successful.
Its combination of Scandinavian minimalism and Chinese influence could therefore become an important part of Volvo’s identity as the company moves further into the electric era.