In today’s diverse automotive market, luxury mid-size sedans are no longer exclusive to the BBA trio. This shift has opened up opportunities for second-tier luxury brands, including Volvo, which hails from Scandinavia. The introduction of the new-generation S90, their flagship mid-to-large class sedan, marks a significant step in Volvo’s strategy to expand its presence in this segment. But how does this newcomer stack up against the established BBA lineup?
As soon as you lay eyes on the S90, its front fascia exudes a certain gravitas. The grille is adorned with vertical chrome strips, lending a touch of elegance, while the distinctive “Thor’s Hammer†LED headlights give the car a futuristic edge. The lower bumper retains a subtle design, with fog lights subtly integrated into the corners. The sculpted hood adds a sense of muscularity, enhancing the car's commanding presence.
From the side, the S90 offers a balanced and mature silhouette. A smooth, flowing profile complements the chrome window trim, elevating the car's premium feel. With a wheelbase stretching to 3061mm, it comfortably fits within the mid-to-large class sedan category, offering ample space. However, the noticeable hump in the rear seating area detracts slightly from the otherwise impressive interior layout. At the rear, the taillights command attention, featuring an unconventional design with LED elements. The centrally placed letter-style badge between the taillights adds a touch of refinement, while dual exhaust tips at the bottom enhance the vehicle's sporty aesthetic.
Stepping inside, the S90's cabin reveals a modern and well-thought-out interior. The centerpiece is a sleek touchscreen display that reflects the brand's focus on cutting-edge technology. The center console is wrapped in soft materials, showcasing a high-quality finish and meticulous craftsmanship. The three-spoke steering wheel feels solid in hand, and the abundance of standard safety features—such as lane departure warning and active braking—is impressive. These safety attributes are among Volvo's hallmark strengths, and they certainly set the S90 apart from competitors.
Under the hood, the S90 offers a 2.0-liter turbocharged engine available in T4 and T5 variants, delivering 190 horsepower and 254 horsepower, respectively. Paired with an eight-speed automatic transmission, the T4 version provides a smooth driving experience, though it may feel slightly sluggish off the line. Once the turbocharger kicks in, however, the mid-range acceleration is commendable. While the ride quality leans toward firmness, which might not appeal to everyone, the engine noise remains manageable. Fuel efficiency hovers around 10.3 liters per 100 kilometers, which is par for the course in this segment. Pricing ranges from $36,980 to $55,180, aligning with competitors but offering fewer discounts, which limits its competitiveness.
Despite these challenges, the S90 shines in areas like exterior styling, spaciousness, and safety features. Its understated elegance appeals to those who prioritize safety and discretion, qualities that resonate deeply with Volvo’s brand ethos. While competing against heavyweights like BBA and second-tier brands such as Lexus and Lincoln, the S90 faces stiff competition. Achieving sustained success in this crowded market will require strategic adjustments, but for buyers seeking a safe, reliable, and unique option, the S90 remains an excellent choice.
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