Overview

Volvo's electric era is often described in broad slogans-electrification, sustainability, software-defined vehicles-but the real story is more precise and more human. It is the story of a company known for safety and restraint re-engineering itself for a market that rewards speed, spectacle, and constant digital novelty. As Volvo moved from ""Recharge"" branding to a clearer EX/EC/ES/EM family, it was not merely updating badges. It was trying to make electrification legible-an EV identity that customers could understand instantly, across body styles and markets, while the brand's portfolio remained in transition. This book follows Volvo's transformation as a sequence of concrete decisions: how naming became a strategic tool, how Scandinavian minimalism translated into software-first cabins, how safety culture adapted to new packaging and sensing realities, and how charging standards and policy quietly shaped product timing and customer experience. Along the way, it shows why ""premium"" in the EV era is increasingly defined by cohesion-calm interfaces, predictable ownership routines, and the ability to improve the car without breaking trust. The EX era, at its best, is not loud reinvention. It is disciplined change: quiet power made practical, clarity treated as a form of luxury, and a brand determined to modernize without losing its moral center.

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9781970852820

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