Volvo Discusses What Luxury Means in a Changing World

What defined luxury 50 years ago is not what defines luxury today. As the world changes, people expect different experiences out of a luxury brand.

Where is the cultural pendulum swinging? Volvo attended a panel early this month to discuss just that.

According to panel leaders, the affluent millennial isn't interested in having the largest diamonds, or the most expensive watch. Gilded goods have no appeal if all they mean is a higher price tag.

What people want is products with a story. They want to know where this food was grown, how it was grown, and who grew it, even before being presented with the meal at a restaurant.

Designers have commented positively on the XC90's open-grain wood for this exact reason. The "honesty of materials" when you can see real wood and real leather in the vehicle, rather than imitation products, gives the Volvo XC90 a unique, tailored feel.

Another way Volvo is addressing luxury is by developing a self-driving car, to give clients more free time on their commute.

Visit Velde Volvo, and see what luxury awaits you in our new inventory.

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