Poms 'design' make-or-break Volvo

Just 25 Poms played a key role in the development of the car that could make or break Volvo. In an unprecedented example of consumers directly influencing design and development, the small group was engaged by Volvo even before the design for the brand's new Golf-sized V40 was frozen. Thereafter they provided feedback directly to V40 project director, Hakan Abrahamsson.

"When I started to plan for this program, we established the consumer reference group in the UK: Londoners," Abrahamsson told motoring.com.au at the car's Geneva motor show reveal this week.

"We had young singles -- mainly men. Young families with small kids and there were also middle aged [people]. We worked with them, met them continuously in London -- not behind mirrors -- sitting together with them, first learning from them what they thought about life and cars. Then we said: 'Hey we are Volvo. Do you want to be a part of developing a car together with us?'"  

According to Abrahamsson, though the car was cliniced with other consumers, the London group had direct input into its design and execution. Examples of changes they made included naming conventions for the car's ECO mode and a refocussing on the finish of the passenger side of the front row. Colour and trim materials were also tested on the group.

"We came to them... We started with an exterior design then we continued with interior design then we continued with quality of materials and we checked out colours. For example, [on the V40] we have a black interior. It's not a big thing, but in earlier Volvos it has been off-black or slightly greyish -- and we got strict confirmation [from the group] that: 'That’s a premium black; you should have premium black.'"

Abrahamsson says the configuration of the digital instruments were "guided" by the group. They also affected change in the HMI (human machine interface) as well as providing feedback on practical aspects such as storage options,

According to Abrahamsson, language initially drove the choice of London. But he says consumers in big cities around Europe and the globe want the same things.

"What we have learnt from other research is that if you go to a bit city, anywhere in the world, the consumers are so similar. They live the same life. Their values are very close."

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