Volvo EM90 is being sought after by the top crowd in Asia

On February 2, the Volvo EM90 was exhibited at Tokyo's Narita Airport.

From last year's world premiere to the debut of the actual car in Japan, EM90 has been in the spotlight, in this Lexus LM, Toyota Alpha birthplace, there are Japanese ** directly used "ambush" to describe the arrival of EM90.

In fact, with the launch of outreach at airports in Tokyo, Osaka, Seoul and Singapore, as well as the launch of the Southern Zone in Hong Kong earlier this year, the Volvo EM90 is putting unprecedented pressure on traditional luxury MPVs across Asia.

The Volvo EM90 was exhibited at Narita Airport in Tokyo.

On January 29th, Guo Jingjing attended the Volvo EM90 South Zone launch conference held on the Victoria Harbour in Hong Kong, and she was on the hot search several times because of the head rope that only used a few dollars, but she did not hesitate to choose a Volvo EM90 that was "too expensive" in many people's mouths.

Talking about the reason, she said: "The 'sense of security' should be the peace of mind when traveling, but also the peace of mind in the space. After 10 years of companionship and trust, I firmly chose EM90, and I believe that it will do its best to protect me and my family no matter what the situation. ”

Guo Jingjing attended the launch conference of Volvo EM90 in the southern region.

In fact, Volvo chose Hong Kong as the launch place of EM90 in the southern region.

For a long time, Hong Kong, China has led the trend of automobile consumption in the mainland and influenced the mainland automobile market. In the early years, Mercedes-Benz entered Chinese mainland, relying on the Hong Kong multinational ** company Lei Shing Hong; Lexus's original Chinese translation "Lingzhi" originated in Hong Kong; Even "Rich", another name for Volvo, is an approximation of Volvo in Cantonese.

In recent years, the market's pursuit of Lexus LM and Toyota Alpha also stems from the trend of luxury "nanny cars" for Hong Kong's wealthy and celebrities.

Hong Kong and Japan** pay attention to the Volvo EM90 unveiled.

Recently, however, the tastes of Hong Kong's "top crowd" have changed somewhat.

With the accelerated integration of the Guangdong-Hong Kong-Macao Greater Bay Area, it is difficult to find a quota for Hong Kong and Macao cars to go north, and the development of the mainland has begun to "reverse export" Hong Kong, including smart electric vehicles.

Although the timetable for the official launch of the EM90 in Hong Kong has not yet been determined, the top crowd in Hong Kong can't wait to swap out the Toyota Alpha and Lexus LM.

The ** from Hong Kong used this expression in the title: the strongest king of luxury MPV, breaking the traditional situation of top luxury MPV. even directly used the name of "rich", which shows how heavy the "weight" of the Volvo brand is in the Hong Kong market.

EM90, is eagerly awaited overseas

Tokyo Narita Airport, Japan's No. 1 gateway for international passenger flow, carries a large number of business passengers transiting Asia to North America;

Seoul Incheon Airport, the largest airport in South Korea, duty-free shopping resort;

Singapore Changi Airport, ranked No. 1 in the Skytrax World's Best Airport;

Osaka Kansai Airport, the gateway to Kansai, the third largest airport in Japan.

The EM90 is on display at the departure hall of Seoul Incheon Airport.

Not only Hong Kong, but also more overseas markets are eager for the EM90, for example, the discussion of Japanese netizens around the EM90 began when the new car was unveiled.

In their opinion, if the Volvo EM90 is introduced to the Japanese market, it must be a more unique and luxurious choice than the Lexus LM and Toyota Alpha.

In fact, readers who have been to Japan may know that the market positioning of Lexus LM and Toyota Elfa in Japan is "very spanning", from the production of tool cars to daily family cars, and then to the "nanny car" in Chinese mainland, covering a wide range of ** ranges.

But this also means that even the top-level positioning of the Lexus LM is still shared with low-priced tool carts in some underlying technologies. For Japanese users who are accustomed to the "JDM (Japanese domestic market)" model, the EM90 under the intelligent electric architecture comes with a unique product attribute.

It's not just the size – the EM90 is up to 5The 2M body is a little "out of place" in the "narrow and densely populated" Japan, but it also has a stronger impact than the Lexus LM. However, most of the ordinary "one-family buildings" that can only park K-cars are obviously difficult to have EM90 from the basic conditions, which seems to represent the basic strength required to open an EM90 in Japan.

There is also the fusion of Nordic genes and intelligent electric bloodlines - some netizens said that compared to Toyota's genes with "Nagoya-style cost-cutting methods" and switches that share molds with taxis, Volvo itself is a completely different existence.

In fact, Volvo has a good market foundation in Japan, according to the data of the Japan Automobile Importers Association, in the imported luxury brand, Volvo sales are second only to "BBA", and in recent years, it has also narrowed the distance with Audi, of which the 60 series products have entered the top 5 in model sales in the year.

The Volvo EM90 was showcased at Singapore's Changi Airport.

Similar to the Japanese market is Singapore.

According to the Land Transport Authority of Singapore, in 2023, Toyota (including Lexus) will be the best-selling brand, followed by Mercedes-Benz and BMW, and Volvo is also close behind Audi.

The high cost of owning a car makes the proportion of top luxury cars sold in the Singapore market significantly higher than in other countries, and Rolls-Royce's sales can even reach Volvo's 1 4. This also means that the Volvo EM90, which is aimed at the top crowd, also has a huge potential market opportunity in Singapore.

An interesting statistic is that, excluding Japan, China, South Korea and Singapore are among the top 10 countries in the world in terms of savings rates, which is a kind of pursuit of "security".

China, Japan, South Korea, and Singapore, which are both part of the East Asian cultural sphere, as well as Singapore, which are Chinese, have many similarities in culture and values, although there are many differences in the automobile market. For example, the perception of a good car is inseparable from safety, health and comfort, and the pursuit of a "sense of security" life, the importance of family and the more advocating of low-key and introverted personality are also similar.

This is one of the reasons why Volvo has a good market performance in Japan, South Korea and Singapore. The relatively more mature automotive consumption concept in these developed markets also makes the EM90, which has both reliability, safety and quality, and intelligent electric technology, expected by these overseas markets.

EM90, a scarce "sense of security" for the top crowdAlthough the market environment of different countries is different, in fact, as people, the "emotional value" brought by good products is the same.

Therefore, it is not difficult for us to understand the Japanese market's expectation of "differentness" brought by EM90, just like Toyota Alpha or Lexus LM is a stepping stone to enter the "top club", then Volvo EM90 is for these people who are already in the "top club", a choice to show themselves and express their value.

Because the Volvo brand represents the persistent pursuit of safety and health, as well as the responsibility for family and responsibility, and the pure electric luxury MPV EM90 provides a unique choice that can be satisfied from "practical value" to "emotional value".

Of course, the EM90 first meets the most basic "luxury" needs.

The Nordic Galaxy dynamic grille and Thor's hammer headlights make the Nordic mythological stories come to life; The dynamic taillights of urban light and shadow are not only a continuation of Volvo's design language, but also allow the EM90 to integrate with the bustling city.

The Orishi crystal lever and FSC certification are taken from the expensive real wood in the extreme cold zone, and the most natural materials are used to create a natural environment. Among them, 10 pieces of luminous wood veneer require 11 processes and 22 days of experience, using micron-level laser technology to carve and polish by hand, and have undergone 500 hours of heat aging test, 240 hours of 43 high-temperature water soaking test and 72 hours of 90 hydrolysis test.

There are also ergonomically designed interior seats and 1100mm ultra-long second-row seat rails, which make the interior space flexible and changeable; The whole system is equipped with Bowers & Wilkins audio as standard, bringing the most palace-level enjoyment.

As well as far beyond the industry standard of the most "rigid" Volvo, breaking the traditional MPV safety performance is insufficient, the torsional rigidity of the body is more than 3 times that of the traditional luxury MPV, and the integrated die-casting rear aluminum body can still ensure the safety of the three rows of passengers and the battery under the rear-end collision of 84km h.

What is more important than the top materials and top safety is the extension of the "sense of security" brought by EM90, the comfortable sense of space and the satisfaction of emotional value created by hardware strength.

As Guo Jingjing said, peace of mind when traveling and peace of mind in the space are what top crowds need.

Because there is only one life, and the most important person in the whole family is in the "A to B" trip, the car is the core safety guarantee, and the choice of EM90 is to minimize the risk.

In addition, the manifestation of "status" by the top crowd in the current era is also advancing with the times, "old money" is too greasy, and the sense of pure technology is not deep enough. The EM90 offers a balance between nature and culture, and smart technology that makes the cabin comfortable and livable.

Different from the general trend of the market, the penetration rate of new energy vehicles in the luxury car market has not been able to break through quickly. Perhaps not necessarily, data shows that 72% of the top group have different expectations than others, and 94% have the need to buy new energy vehicles, but there is a lack of suitable products in this market.

The arrival of EM90 is not only the only choice of "million-level luxury pure electric MPV", but also in fact provides a "fish and bear's paw" choice for the top crowd, meeting all the needs of safety, luxury and scarcity.

Large corporate perspectiveWe should understand that the Volvo EM90 has a kind of "uniqueness", especially in overseas markets.

Just like many people say, the products that stand out in China's involution market are all "dimensionality reduction blows" overseas. The Volvo Cars brand's inherent luxury attributes, safety quality, and leading intelligent and electrified experience make the EM90 a unique product in the market.

Although the EM90 has not yet started deliveries in the Chinese mainland market, the first batch of models has already been snapped up, and from the market feedback in Hong Kong, Japan, South Korea and Singapore, perhaps Volvo should seriously consider the plan to increase the quota.

In fact, if you take a closer look at Volvo Cars' sales structure in Hong Kong, you will find that Volvo has achieved 100% electrification transformation; Also in Singapore, Volvo is ahead of other luxury brands in electrifying all new cars delivered.

In the face of the general trend of industry transformation, Volvo is exploring a path that combines historical accumulation with cutting-edge technology, and has achieved 100% electrification in four single markets around the world, while testing direct sales in Chinese mainland to promote the transformation of the "direct sales + dealer" model, and at the same time upgrading the "safety" that has always adhered to the times to "sense of security", injecting richer value into the brand.

The EM90 is a new answer sheet handed over by Volvo under such a change.

February** Dynamic Incentive Program