The visionary design of Volvo Trucks and the thinking behind it have always been driven by a view to the bigger picture. To do this, it is important to understand the context in which the products are used, which means that you need to understand the current needs of the truck drivers.
To be able to anticipate the future needs of the drivers and the customers, it is important to anticipate future trends and developments in society, technology and the transport industry. Volvo Trucks’ design tradition, based on respect for functionality, and a desire to improve everyday life are always there in the background.
“There is nearly 100 years of technological progress and development between the first truck and the Vision 2020, so direct comparisons are not possible. However, the Volvo’s Core Values have not changed, so you could say that our development is driven by the same vision now as then,” says Rikard Orell, Design Director, Volvo Trucks.
To stay ahead of the competition, Volvo Trucks is developing trucks that are both functional and attractive. The focus is on the driver because good trucks attract good drivers, and good drivers are vital for the transport operators.
“I believe that we appeal to both the heart and the brain. It is a good business proposition and there is a sense of pride in owning a Volvo, because it is capable as well as attractive,” Rikard Orell says.
From a design point of view, one of the factors that will be important for the future of Volvo Trucks is excellent aerodynamic efficiency, which is directly attributed to the shape of the truck. Striving for efficiency has always been important and will be even more so in the future. New materials, new technology and new processes will also increase the energy efficiency of trucks and affect the way they look.
“To integrate these elements into a design that clearly expresses Volvo’s Core Values and identity is going to be very interesting work,” Rikard Orell concludes.