The story of Volvo's incredible transformation into a true luxury brand

Business Insider | May 20, 2017, 01.11AM IST

Volvo S90 R Design Studio


For most of Volvo's 90-year history, the Swedish automaker offered its loyal legions of customers well-built, safe, and practical transportation with a certain Scandinavian flair. Now, the company's diving head-on into the world of luxury cars.

On the heels of the hugely successful introduction of the XC90 luxury SUV, Volvo introduced a new generation flagship luxury sedan - the S90 - in 2016. The S90 replaced the company's S80 sedan. Although a rather nice car, the S80 was on sale with minimal revision for nearly a decade. Near the end of its run, the car certainly showed its age. And the conservatively styled S80 was never been able to drum up the big sales figures Volvo would have like to see from the model.

With Volvo's S90 sedan firmly entrenched in the market, we take a look back at the company's flagship four-door sedans. Although they may not have always been overly luxurious, Volvo has always offered a big executive ride for those who sought the experience.

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