Volvo knows that if it wants to challenge incumbent luxury car titans like the Mercedes-Maybach S600 and BMW 7-Series, it is going to have to provide next-level cushiness in the back seat of its S90 prestige sedan.
It looks like they might have a shot, judging from the ridiculous amenities that aim to provide a combination of sights, sounds and smells that are unmatched in the industry.
What Volvo has in mind with the S90 Ambiance concept is to help recreate the experience of being in the company's Swedish ancestral home.
That means providing the automotive equivalent of aurora borealis on the ceiling with synchronized auto playing through the car's Bowers and Wilkins premium sound system featuring small tweeters in the headrest for an immersive sound experience.
The three available sound and light shows are backed by one of four scents deployed through vents in the car's center console.
“The Ambience Concept redefines luxury by taking it beyond material choices, creating a car that connects with your senses,” said Robin Page, head of design at Volvo Cars. “The design explores how people feel inside the car and enables them to influence their own mood and well-being.”
“We’re known for our human-centric approach to design and as an industry leader in advanced safety technology,” Page added. “Ambience reinforces this and shows our broader focus on human care, which starts with safety and also extends to general well-being.”
The S90 Ambiance is currently a concept car, but the company said it intents to make it available on its S90 Excellence models. The features seem more practical that Volvo's previous concept car promoting the idea of watching Netflix in the car.