Fine Lines: Volvo's design elements

JOHN LEBLANC FOR THE TORONTO STAR

With its lowered grille and rounded edges, the S60 concept show how far Volvo has come from the boxy designs of old.

JOHN LEBLANC

SPECIAL TO THE STAR

For decades, Volvo made cars that looked like the boxes they came in, the epitome being the Volvo Experimental Safety Car concept from 1972.

Notable for introducing such ideas as crumple zones and airbags, the concept's cowcatcher front design and blocky appearance influenced Volvo sedans and wagons starting with the 240 in the 1970s, all the way to the 1990s' 850, designed by Italian design house Bertone.

But all that changed with the first generation Volvo S80 in 1999. With its pronounced beltlines, rounded-off front corners, and boomerang taillights, it was the first car from the Swedish automaker to depart from the company's traditionally conservative styling.

As seen in the 2010 Volvo XC 60 crossover and S60 sedan concept from this year's Detroit auto show, Volvo's design language is on the move again, even further away from the crate-like Volvos of the past.

Wheels spoke with Fedde Talsma, Volvo's exterior chief designer, to discuss the company's evolving look:

Wheels: How does the new look introduced in the XC60 reflect Volvo's traditional brand values?

TALSMA: We strive for an extremely functional approach, and, as everyone knows, we always try to promote the safety aspect of our cars.

In cars like the XC60 and S60 concept, you see that in the strong shoulder lines – the separation between the side glass and the side of the car. By keeping this element, even as the language progresses in the future, we found that we can accentuate and communicate the cars as "Volvos."

Functionality can also impress or seduce. To that end, with some of the new designs, we are trying to add some emotion to the new Volvo form. We want to make Volvos stand out – more visible from an emotional perspective.

Wheels: Are there any specific design details or themes that will be consistent moving forward?

TALSMA: Definitely. We want to gradually migrate to have a more recognizable face for Volvo.

With the XC60, you can see on the front end we have moved away from a strict horizontal grid. We have enlarged and lowered the Volvo grille, pulled the headlights over the corners more. There's more of a three-dimensional play here.

You can also see this on the facelifts for the 2010 C70 and C30 that debuted at the recent Frankfurt auto show.

Wheels: Speaking of Volvo's much-talked-about commitment to safety, how do the new safety regulations in Europe affect the way you design cars?

TALSMA: With the latest European safety regulations, there are lots of hard points that you need to be creative in working with. Coping with these regulations is an industry challenge.

Creating your own identity – your own face – is the hardest. I like the puzzle; what is the best solution?

For example, the new V-shape to our grille is a result of the new (pedestrian collision) regulations, which also result in a taller hood.

But I've been a designer at Volvo for 27 years. So if I didn't like the challenge I should probably try and find something else to do.

Watch a slideshow on the elements of Volvo's design at Wheels.ca

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