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Korea Herald
10-07-2025
- Automotive
- Korea Herald
Volvo XC90 returns with upgraded infotainment, refined comfort
Swedish carmaker Volvo's XC90 sport utility vehicle, one of the most popular luxury family car models in South Korea, has made a grand return with its upgraded, customer-centric infotainment systems and enhanced ride quality. Building on the success of the S90 sedan, the XC90 became the second bestselling Volvo vehicle in the Korean market last year, with 1,616 units sold, representing 10.7 percent of the total sales volume. Although sales saw a slight dip due to the anticipation of a new model release this year, Volvo Cars Korea anticipates a rebound in sales for its flagship SUV. The Korea Herald had the chance to check out the new XC90 during a 140-kilometer media test drive across Seoul and Incheon. On highways, the seven-seater SUV shows impressive chassis control. It leverages its air suspension with active chassis technology to minimize vibrations on bumpy roads, ensuring a smooth and composed driving experience. Included as a standard offering in the Korean launch model, this feature can be adjusted through the driving mode control unit displayed on the center screen. With only two driving modes — standard and off-road — the XC90 might seem to lack the dynamic drive of a sports mode. However, the gasoline-based B6 mild-hybrid powertrain, a 2.0-liter turbocharged four-cylinder engine and a 48-volt hybrid system provide smooth acceleration, particularly on high-speed sections. Despite reported improvements to the hybrid system in the B6 engine, the car displays slight jerkiness during sudden acceleration and braking, highlighting the structural limitations of a hybrid system. One of the most significant upgrades is the infotainment system, which features the TMap Mobility service for navigation using Korea's top-tier map data, along with the artificial intelligence driving assistance system, 'Aria.' Drivers can easily interact with the system by saying, 'Aria, show me the way to work,' or 'Aria, turn on the AC,' as the AI is also capable of managing climate control settings. In partnership with Naver Whale browser, the vehicle offers diverse entertainment features such as YouTube, Tving, Coupang Play, Instagram, Facebook, Naver Webtoon and e-books. These infotainment services are accessible via a free-standing 11.2-inch center display, which also alerts drivers when a car in the adjacent lane moves into their blind spot. The 360-degree camera system provides real-time visuals of the surrounding environment on the screen. The redesigned exterior comes with new matrix LED headlights and updates to details such as the front bumper, fenders and bonnet, creating a harmonious blend with Volvo's next-generation electric vehicles while emphasizing its flagship presence. The new Iron Mark logo, with the brand's first diagonal mesh pattern on the front grille, is available in bright (chrome) or dark (black high-gloss), highlighting its robust and stylish image. Inspired by modern Scandinavian living rooms, the car's cabin uses high-quality materials, including nappa leather seats, to deliver maximum comfort. The horizontal dashboard integrates a new vertical air vent design, paired with textiles made from 100 percent recycled polyester and wood decor. The center console has additional storage space and more convenient wireless smartphone charging. The new Volvo XC90 boasts the lowest starting price of 99.9 million won ($72,700) in Korea compared to other global markets.
Korea Herald
02-07-2025
- Automotive
- Korea Herald
Volvo targets double-digit growth with new XC90, S90
Swedish automaker Volvo Cars vowed to sell 2,500 units of the new XC90 sport utility vehicle and S90 sedan, its flagship premium offerings, in South Korea this year, leveraging its competitive pricing strategies and advanced consumer-centric infotainment services. 'The first half of this year was extremely challenging for us, aggravated by Tesla's aggressive pricing (in Korea), resulting in a 5 percent drop in sales as of June from the previous year,' said Volvo Cars Korea CEO Lee Yun-mo, during a press conference held Wednesday in Seoul. 'However, we anticipate double-digit growth this year, led by the XC90 and S90. Our goal is to sell 2,500 units of these models and close the year with approximately 16,000 units in total sales.' Lee stressed that the XC90, praised for being one of the safest luxury family cars, has already received over 1,300 preorders, surpassing the allocated sales volume for the July–December period. The Korean unit plans to secure more than 200 vehicles from Volvo. For the S90, the company is considering increasing its sales target to 1,200 units from the originally planned 1,000 units, as it is gaining positive consumer feedback. Along with the S90 sedan, the SUV is two of the most well-received models in Korea, accounting for 25 percent of domestic sales last year. To boost sales of the XC90, a 7-seater SUV, Volvo Cars Korea negotiated the lowest price of won ($99.9 million) for the vehicle with the Swedish headquarters despite pressures of a drop in sales margins due to the increase in exchange rates. The same model is sold at $107.3 million and $143.9 million in the US and the UK, respectively. 'In the same segment, the XC90 stands out as the only car priced under 100 million won, despite including the costly air suspension feature as a standard offering,' noted Lee. The air suspension, integrating with active chassis technology, continuously monitors driving conditions in real-time, optimizing both vehicle height and damping to ensure smooth and stable driving. According to Kim Jung-su, head of the APAC R&D ConX at Volvo, Volvo is the first among foreign car brands to collaborate with Naver Whale in Korea, offering an enhanced user experience for its infotainment system in the XC90 and S90. Scheduled to launch in the fourth quarter, the Whale browser will offer a tablet-like experience, allowing access to a wide range of applications, including OTT, SNS, search portals and music. Notably, the company invested more than 7 billion won to provide free upgrades to include Naver Whale through Over The Air updates for approximately 60,000 customers who purchased Volvo cars in Korea from 2021. Another noticeable upgrade for the two models is the enhanced connectivity through the new Volvo Car UX, developed with TMAP Mobility exclusively for the Korean market, Kim said. Powered by Qualcomm's next-generation Snapdragon Cockpit Platform, it is approximately twice as responsive and offers ten times faster graphics generation than its predecessor, reducing driver distraction by intuitively displaying information such as navigation and calls. The 11.2-inch center display also offers 21 percent improved pixel density for greater clarity and convenience. In addition to the XC90 and S90, and the EX30, which launched in March, Volvo Cars Korea plans to roll out the XC60 SUV and ES30 Cross Country in the second half of this year. For 2026, the company will debut the new ES90 and EX60, introducing a full electric vehicle lineup across all segments at Volvo Cars.
Korea Herald
06-02-2025
- Automotive
- Korea Herald
Volvo slashes EX30 EV prices ahead of Korean debut
Swedish automaker Volvo has made its electric sport utility vehicle, the EX30, more affordable as it prepares to enter the Korean market for the second time following a year-long delay. Volvo's smallest SUV, measuring 4,235 millimeters in length, is set to debut in Korea in February. Originally scheduled for launch in November 2023, its release was postponed to finalize software adjustments for local operations. The price is now lower than initially announced. The top-tier Ultra trim model has been reduced by 3.3 million won ($2,283) to 51.83 million won, while the base Core trim model has dropped by 1.9 million won to 47.55 million won. With subsidies from central and local governments, final consumer prices for all trims may fall below 50 million won. The price cut comes despite the EX30 already being cheaper in Korea than in Volvo's home market of Europe, where it sells for over 70 million won. 'Last year, the EX30 was the best-selling (battery-powered) EV in Europe after Tesla models, with over 77,000 units sold. I am confident we can achieve similar success in Korea,' said Volvo Cars Korea CEO Lee Yun-mo at a media test drive event on Tuesday in Gimhae, South Gyeongsang Province. 'However, we had to consider the difficulties Koreans face when purchasing EVs, including economic conditions.' The reduced prices position the EX30 competitively against premium EV models from US and European legacy automakers, whose prices typically start in the mid-50-million-won range. Beyond the affordability, Lee emphasized that safety remains uncompromised, reaffirming Volvo's decades-long commitment to its core value of safety in the transition to electrification. "Volvo has integrated its best safety technologies across all models, from entry-level to premium segments, regardless of price," said Lee. The EX30 offers superior object recognition both inside and outside the vehicle compared to other models in its class. It also includes advanced safety features typically found in more expensive vehicles, such as a driver monitoring system, park pilot assist and a door opening alert. An infrared sensor behind the steering wheel monitors driver distraction, even in low-light conditions and when the driver is wearing sunglasses. The vehicle is also equipped with five radars, five cameras and 12 ultrasonic sensors to monitor its surroundings. 'For our consistent efforts to keep prices reasonable, our commitment to safety, and our premium strategy, Volvo has achieved the fastest growth among imported car brands in Korea over the past decade,' said Lee. 'We are launching the EX30 on that foundation of growth, and it will mark the beginning of another successful decade for Volvo.'
