In the automotive design business, the product life-cycles are longer
and it takes a long time to develop new vehicles.
So the perspective on society's needs have to look into the future.
When we set out to create the new design direction
for the new range in the Volvo family, the iPhone was an unknown.
We had to have in mind the kind of world into which this truck would be launched.
And being leaders in the industry
we know we can influence the direction and the thinking.
And that's what we're doing.
Using images and image boards is the usual method for design.
When working with trucks, it's especially important
because we can capture the essence of what we're trying to achieve.
An image like this, which is a very hi-tech boat.
Extremely powerful, but also very refined, very elegant.
All of this is an inspiration.
The strength of this new design is the strong family identity
across the entire range from the FH down to the FE and the FL.
Moving the iron mark to up below the windscreen
was a way of symbolizing that Volvo is about the truck as a whole
and not just fantastic power trains and engines.
The grille is designed to be iconic and highly visible from a distance.
The distinct V shapes in the daytime running lamps
is symbolizing Volvo's commitment to safety.
But they're also a family of personalities. They each have a different character
depending on the applications for which they're used.
So the strength really lies in the differences.
The Volvo FL and the new Volvo FE are a bit special.
These are the trucks that are closest to people like you and me.
These trucks come to our homes to take the garbage, or bring the mail.
So these have to be considered from that angle.
They're in close proximity to a common people.
Volvo FMX is one of our favourites.
It's a truck that has to express its robustness, its toughness.
But at the same time the FMX is used in cities during construction.
Perhaps this is a good image of the personality we're looking for.
007 is a character who looks good in a tuxedo
but at the same time, as in this image, quite badly beaten up.
If you look at the new generation of these trucks
the biggest thing you would notice is
the larger front grills which are there for a reason.
They're there because the Euro 6 engines
which are a requirement for lower emissions, need more air.
The mere fact that the truck has become more efficient
has dictated the character of the design.
When we gather our inspiration and are all fired up
and know what we want to get out of this truck...
Usually the designers are so skilled that it comes out.
Taking it from sketch to finish usually means compromise.
It incorporates the technical and manufacturing requirements.
Once you know what you are striving for and have got the vision
then trying to get that through all these different filters
and achieving something at the other end which still carries that vision:
That is a skill that comes through years of practice and experience.