Volvo Concept Coupe | Frankfurt Motor Show 2013

Volvo has spelled out its new design language in capital letters with the striking Concept Coupe that was revealed overnight at the Frankfurt Motor show.

The Swedish brand, now owned by Chinese outfit Geely, has used the dramatic two-door to introduce some new design cues, but the Concept Coupe also demonstrates what can be achieved with its new SPA Scalable Product Architecture platform.

Volvo’s design chief Thomas Ingenlath says Volvos of the recent past had to share platforms with products from its then-parent, Ford, and that affected the design.

“We used to have to share platforms with Ford, which affected the design, especially the dash to (front) axle measurement ” Ingenlath says.

In the case of the Concept Coupe, the dash to axle measurement is quite long, something that helps give it a sportier presence.

Volvo president, Lex Kerssemakers, toldWheels the Concept Coupe will not go into production.

“It is an indication of where we are going,” Kerssenmakers. “We are not saying that this is a beautiful car that we must put into production.”

Instead the Concept Coupe is simply a canvas for the design cues that will be applied to the next generation of Volvo products, built on its new platform, starting with the new XC90 SUV due next year.

The company is planning two other concept cars that will further emphasise the design change.

Volvo says the dramatic LED daytime running rights, the grille and C-shaped tail-lights will be seen on other models, while the surface treatment of the panels will also be replicated on production models.

After the new XC90, the design treatment will be applied to the new V70, S80, XC60 and V60, which are all due in the next two to three years.

The reception for the new Volvo design language is a crucial part of Volvo’s plan to increase its global volume between now and 2020.