Volvo enters new design era

Firm's new design boss explains how his tech background will shape its future EVs

- JAMES ATTWOOD

New Volvo design chief Jeremy Offer is the first to admit that his "background is not the traditional automotive profile". The Brit joined the Swedish firm in May after a six-year stint at electric commercial vehicle start-up Arrival, but he has spent the bulk of his 20-plus-year career working in industrial design and consulting.

Yet it's that unorthodox background that made him the choice of Volvo boss Jim Rowan, himself an automotive outsider who previously worked in tech. "I've got a unique take on the automotive industry, and that chimes with what Volvo is doing and [where the] automotive industry is heading," added Offer.

Autocar recently spoke to Offer about how his unique approach to car design will shape the future of Volvo.

What will you bring to Volvo? 

"Automotive design is no longer about the one area of vertical integration the automotive industry traditionally had - the engine - and it's now about core computing, software and the user experience: human-centred design. These are all things I have a lot of experience in, coming from more of a consumer electronics background.

"The automotive industry is becoming more device-like, an extension of your digital lifestyle that needs to be seamless when you get into your car.

"So creating that requires a more holistic idea of what designing a car is about rather than just interior and exterior styling. That is key."

What about the emotional response a vehicle can offer?