Volvo is looking to gain a foothold in the fast-growing Chinese auto market, and the Swedish automaker is hoping to pique interest in the brand with a range-topping luxury sedan concept. The design aims to incorporate the simplicity of Scandinavian design while also trying to discern what the modern luxury car buyer really wants.

The Concept Universe bows at the Shanghai Motor Show to show what Volvo can do near the top-end of the large luxury sedan market. And although this vehicle is definitely a design study, Volvo doesn't seem interested in hiding its intention of going upscale. Volvo CEO Stafan Jacoby calls the concept "a sneak preview of what people can expect from our next top-of-the-line sedan."

The large concept features a coupe-like roofline that combines with a modern interpretation of the boxy Volvos of the past. Another homage to older Volvo models includes convex style lines between the wheel wells. Up front, the Concept Universe appears to borrow some lines from the Ford Interceptor concept from the 2007 Detroit Auto Show with its bumper-less front end that is rounded off all around. The grille is totally new for Volvo, with a series of shrinking, rounded rectangles; each smaller than the next.

Volvo design boss Peter Horbury feels the vehicle looks hand-crafted and durable, adding, "We will compete with the best with our special kind of Scandinavian Design. It is unmatched in performance and technology, but without superficiality or complication."

We're not so sure what to think of the Concept Universe, but we're sure you'll tell us what you think in the Comments below. Hit the jump to read over the Volvo press release.


Gallery: Volvo Concept Universe





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