A JOURNEY THROUGH AUTOMOTIVE DESIGN ROOTED IN SAFETY, SUSTAINABILITY, USER EXPERIENCE, AND THE ESSENCE OF SCANDINAVIAN DESIGN AT THE VOLVO BOOTH, MOTOR SHOW 2025
TEXT: KITA THAPANAPHANNITIKUL
PHOTO: WORAPAS DUSADEEWIJAI
(For Thai, press here)
Volvo, the renowned Swedish automotive brand established in 1927, makes a notable return to the Motor Show in 2025. This year, visitors are invited to explore Volvo’s latest lineup of electric SUVs—vehicles that stay true to the brand’s enduring commitment to safety, practicality, and purposeful design. The display not only reflects Volvo’s storied legacy but also its forward-looking vision, firmly grounded in the principles of Scandinavian Design, a philosophy defined by functionality, timeless aesthetics, and sustainability.
art4d takes a closer look at the design highlights across Volvo’s full electric SUV range—EX30, EC40, EX40, EX90—along with the plug-in hybrid XC90, all presented within a booth conceptualized under the theme Eco-Friendly Choices. Visitors can also enjoy exclusive event offers valued up to THB 1,000,000.
EX30 – Compact SUV, Maximum Efficiency
The journey begins with the EX30, Volvo’s compact electric SUV engineered for high agility and urban maneuverability. Thoughtfully crafted to suit modern city driving, the EX30 offers three distinct interior design options: Breeze, Indigo, and Mist—each defined by a unique palette of colors and materials, allowing drivers to tailor the cabin to their personal aesthetic. The model also exemplifies Volvo’s conscious integration of recycled materials across the interior. The Indigo variant, for example, incorporates denim fibers repurposed from old jeans into the dashboard, paired with Nordico, a bio-based upholstery fabric used for the seats. Even the floor mats are made from 100% recycled PET plastic bottles. These material choices lend texture and character to the cabin, while reflecting a lifestyle that embraces minimalism and sustainability—key attributes of authentic Scandinavian Design.
What truly refines the driving experience are the small, thoughtful details designed to enhance both usability and comfort. Among them is a centrally positioned drawer that can be smoothly slid out, offering convenient access to storage for both driver and front passenger. Adding to the sensory experience is ambient lighting, available in five customizable themes, each crafted to evoke the moods and natural landscapes of Scandinavia. Further enhancing the cabin is a Harman Kardon soundbar, inspired by premium home audio systems. This feature eliminates the need for traditional door-mounted speakers, thereby freeing up additional in-cabin storage without compromising on sound quality.
EC40 and EX40 – Mid-Size SUVs: Versatility and Everyday Sophistication
Moving into the mid-size SUV segment, the EC40 and EX40 offer a refined balance of utility and design—ideal for families and multi-purpose lifestyles. Sharing much of the same foundational design, the two models differ subtly in form: the EX40 takes on a more angular, classic SUV silhouette, while the EC40 adopts the sleeker, more dynamic lines of a crossover coupe, its sloping rear lending a more aerodynamic and contemporary presence.
Inside, both models echo the design language of the EX30, from sustainable materials and intuitive control layouts to integrated audio systems. However, the EC40 and EX40 deliver more generous cabin and cargo space, with design solutions focused on practicality, all executed within a clean, elegant aesthetic. A defining visual feature is the illuminated trim, discreetly embedded within the console and door panels. In low light, these subtle light bands reveal patterns inspired by the rugged terrain of Sweden’s Abisko National Park, transforming the interior into an immersive landscape that connects drivers to the natural world.
For those with a taste for distinction, the EC40 and EX40 offer an exclusive Black Edition, defined by a striking all-black theme. This special edition features an all-black theme, including an Onyx Black exterior and darkened Volvo emblems on both the front grille and rear, creating a seamless, monochrome aesthetic. It also comes equipped with glossy black alloy wheels and a dark-toned interior, finished in Connect suede textile/Microtech upholstery. Every element is meticulously designed to reflect a strong, enigmatic character—perfect for drivers seeking a look that is bold, brooding, and unlike anything else on the road.
EX90 – The Premium SUV That Embodies Volvo’s Belief: ‘Every Life Is Safe in a Volvo’
The EX90, Volvo’s flagship model, is a full-sized, fully electric SUV that represents the brand’s highest achievement in safety and innovation to date. Conceived as the safest Volvo ever made, the EX90 brings together state-of-the-art safety technology, elevated cabin design, and sophisticated engineering to deliver an exceptional driving experience. Available in both six-seat and seven-seat configurations, it reaffirms Volvo’s core principle—that the safety of every life on board comes first.
Inside, the EX90 transforms the driving environment into a space that evokes the warmth and comfort of a Scandinavian living room, all while remaining grounded in sustainable values. Two interior décor options are available: Light Ash with Back-Lit Décor and Birch with Back-Lit Décor. Both utilize real wood veneers, produced using environmentally responsible methods, paired with softly glowing ambient backlighting integrated into the trim. This interplay of natural materials and subtle illumination creates a serene and inviting atmosphere, transforming every journey into a memorable experience for the entire family.
With safety as its foremost priority, the EX90 is equipped with an array of superior safety technologies. Among the most notable is the LiDAR detection system, mounted on the roof, which enhances visibility even in low-light or adverse weather conditions such as nighttime driving or rain. This system works in unison with a suite of surround sensors and radar, creating a comprehensive safety net. Complementing this is the Driver Understanding system, which uses interior sensors to monitor the driver’s state, detecting signs of fatigue or instability behind the wheel.
The EX90 also introduces refined features both inside and out, developed to elevate the flagship model beyond its peers. The exterior features a flush design, including door handles that sit seamlessly within the bodywork—a detail that improves aerodynamics by reducing wind resistance, ultimately enhancing driving efficiency. The SUV offers increased cargo capacity, a high-fidelity Bowers & Wilkins sound system, and an Advanced Air Cleaner system that purifies the air within the cabin. Even the finer points have been meticulously considered, such as speakers embedded in the headrests that deliver crisp, immersive audio. These seemingly small yet deliberate choices exemplify Volvo’s dedication to craftsmanship and its commitment to providing every passenger with a sense of comfort, security, and a truly refined travel experience.
XC90 – A Fully Evolved Icon of the Volvo Legacy
First introduced in 2002, the XC90—Volvo’s flagship SUV—returns in a fully reimagined form for the 100% electrified era. Now available as a seven-seater Plug-in Hybrid Electric Vehicle (PHEV), the new XC90 embraces modern sustainability while staying true to its roots as one of the safest vehicles ever built, thanks to its advanced protective structure and proactive safety features. The design of the XC90 strikes a harmonious balance between contemporary sophistication and classic Volvo identity. Key elements include the signature Thor’s Hammer LED headlights, paired with Volvo’s distinctive diagonal-patterned grille.
Inside the cabin, the XC90 has been completely reimagined in terms of design, materials, and technology to better meet the needs of modern-day use. This includes a large, high-resolution central touchscreen, delivering both visual clarity and intuitive functionality. Despite these technological upgrades, the interior retains a contemporary Scandinavian design sensibility, centered on sustainability. Examples include premium recycled trim materials chosen for their distinctive tactile quality, eco-conscious seat upholstery, and a high-performance Bowers & Wilkins sound system. A standout feature unique to the XC90 is its crystal gear shifter, handcrafted by Orrefors, Sweden’s renowned glassmaker.
At Motor Show 2025, Volvo showcases its vehicles within a booth conceived around the theme ‘Eco-Friendly Choices’—a concept that reflects the brand’s continued pursuit of harmony between aesthetics, innovation, and environmental stewardship. The booth features a range of sustainable and recyclable materials, with up to 90% designed for reuse. These include Viva Board flooring, made from wood shavings and cement; textile installations crafted from plastic fibers; furniture built from recycled wood scraps; and even the cups, plates, and utensils in the café area, all made from naturally biodegradable materials. Following the event, every component—down to the modular steel booth structure, designed for disassembly and future use—will be donated or repurposed, minimizing the need for new resources and giving new purpose to every material. It’s a powerful expression of Volvo’s core philosophy: to care for people, and the planet we all share.
The Volvo booth is located in Zone A13 at the Bangkok International Motor Show, held at Challenger Hall 2. A dedicated CAFÉ zone also welcomes visitors for refreshments. The Motor Show 2025 takes place from March 26 to April 6, 2025, across IMPACT Challenger Halls 1–3 and Forum Hall 4, Muang Thong Thani.
For more information on Volvo promotions and special offers, visit:
volvocars.com/th