Volvo’s Circle of Life philosophy aims to make drivers the new XC40 experience less of cognitive load

What does Volvo brand associate with for you? Beautiful cars? Supercars? High-end luxury limousines? Now, most likely you immediately think about safety. And Volvo is enjoying this image a lot in its marketing campaigns. Now Swedish automaker wants to really raise the bar with its next XC40 compact SUV – it should be the safest car in the small SUV segment.

Volvo aims to reduce the cognitive load on the driver as much as possible. Image credit: Volvo

Volvo XC40 is made to live in a city – all cars from this segment are. Urban environment is full of challenges that require some immense efforts to keep every day commute safe for everyone. Volvo hopes to deliver what its image is suggesting through a philosophy called the Circle of Life. It means that Volvo is going to listen to all suggestions and negative feedback from its customers as well as will use real life data to continuously improve the design.

Safety technology in the XC40 includes semi-autonomous Pilot Assist system, the latest generation of City Safety, Run-off Road protection and mitigation, Cross Traffic alert with auto brake and the 360° Camera and much more. This technology is aimed at making the car safer and easier to live with in non-forgiving urban environment. Furthermore, this impressive list basically makes the Volvo XC40 the best equipped vehicle in its market segment. Volvo wants its drivers to be focused on their main task, which is minimizing risks for the passengers of the car as well as other vehicles, bicycles and pedestrians in the street. Part of this is reducing cognitive load on the driver – some of the tasks can be accomplished easier, without putting too much thought into them.

Circle of Life – a philosophy, which encourages using driver’s feedback and empirical data to improve car’s usability. Image credit: Volvo

Volvo doesn’t look at its XC40 as a somewhat worse car that its bigger models – it must be up to Volvo’s standards anyway, even if it is cheaper and will mostly live in the city. Ödgärd Andersson, Vice President Vehicle Software Electronics at Volvo Cars, said: “Like the larger XC60 and XC90 SUVs, the XC40 features Volvo’s connected Sensus infotainment system, centred around the now familiar large, portrait-oriented touchscreen. Easy to use and intuitive, the Sensus interface allows drivers to access a host of functions and services”.

Actually, Volvo XC40 is going to look a lot like XC60 and XC90. Just knowing Volvo and all the information it provided, XC40 seems to be a nice urban cruiser. We can already tell that it will be an instant hit for Volvo, which, hopefully, encourages the company to build more enthusiastic cars in the future.


Source: Volvo

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