Swedish auto manufacturer Volvo recently showed off the all-new Volvo XC70 at this year's ispo Sport & Style trade show in Munich. The redesigned Volvo XC70 midsize executive car was displayed from the eighth to the tenth of this month in Germany.
The appearance of the redesigned Volvo XC70 at the trade show is considered as a natural step for Volvo to take. In promoting the Volvo XC70, the Swedish car manufacturer is stressing on the adventurous designs of the XC70. This is in consonance with the thirst for adventure of more than 30,000 visitors of the trade show.
The inclination of the XC70 towards adventure is stressed out by Les Kerssemakkers, SVP Brand, Business and Product Strategy. Kerssemakkers said: "The new Volvo XC70 has been developed for people who want to realize their dreams. It has the right attitude, capacity, and equipment for enjoyable drives to and from adventure."
This is not the first time that the Swedish car manufacturer has made an appearance at the trade show. Through the years, the participation of Volvo in the said trade show has been increasing. During the winter ispo, Volvo has teamed up with the organizers to bring the Volvo Sports Design Forum to the event.
Another of Volvo's involvement with the trade show is evident in the observance of the Volvo Sports Design Award given to awardees since 2003. The award is aimed to let young sports designer to showcase their work. The award of course would give them a boost in the right direction. This year, the theme given to young designers to work on is personalization, something that Volvo tends to include in their vehicles, whether in choosing a or the exterior color.
One of the winners this year is the Swiss bicycle expert BCM for designing a radical bicycle. The said bicycle is called the Pro Machine SLC01. It was displayed on the roof of the XC70. The placing of the bicycle atop the XC70 is in order to show its true defining quality. With a custom-made bike frame weighing less than a kilogram, the bicycle on top of the XC70 is truly a striking sight.
"I like this bike because it is so easy to personalize," says Jonathan Disley, Studio Chief Designer at Volvo Car Corporation of the award-winning bicycle. Disley was a member of the 2007 Sports Design Award.
The presence of the XC70 at the trade show according to Disley is an effort for the company to promote the redesigned XC70. "We strive to show our cars and our way of thinking to a design interested audience," said Disley. "In the last years, we have been active in the Milan furniture show, at the fashion weeks in Paris and Moscow and of course, at the ispo Sports Design in Europe and China."
The appearance of a Volvo exhibit at the trade show has two-fold benefit for the car manufacturer. First, the XC70 receives exposure. More consumers will be able to meet the new XC70. The second benefit is that Volvo designers will be able to get design inspiration from the trade show they attended. After all, Volvo designers are known to not limit themselves to look for inspiration inside the auto industry.
"I simply thrive when I can look at great design from a totally different industry and get enthusiastic over a line here or a detail there," said Disley of the chance to get inspiration from other areas apart from the automotive scene.
