4 Minutes
CGI concept teases a larger, boxy Volvo off-roader
A digital artist has pushed Volvo styling into rough-terrain territory with a convincing CGI concept that imagines a potential Volvo XC110 or EX110 — a boxy, go-anywhere rugged luxury SUV built from parts of a Rivian R1S and the Volvo EM90. The creation, released in a behind-the-scenes video by popular creator Theottle, blends iconic Swedish design cues with serious off-road proportions, and it arrives as automakers are increasingly targeting the rugged-luxe segment.
Where Volvo stands today
Volvo Cars and the Volvo Group enter this speculative moment from a position of transition. After a very strong 2024, growth has cooled: Volvo reported a solid third-quarter result with lower revenue but improved operating income and a higher EBIT margin versus the prior year. The company trimmed variable and indirect costs and announced plans to cut up to 3,000 roles as deliveries fell about 7 percent in Q3 to roughly 160,514 vehicles.
Despite the headwinds, product launches and factory investments are central to managements plan. Highlights include:
- The all-electric Volvo EX60, slated for January 2026 in the compact premium EV segment
- Completion of the Kosice plant in Slovakia
- Increased ES90 production in Chengdu and continued EX30 output in Ghent, Belgium
These moves aim to shore up profitability and volume, but many observers wonder whether Volvo needs an even broader SUV portfolio to compete with rumoured rugged models from other premium brands.
From pixels to possibility: the XC110 concept
The CGI exercise began with a Rivian R1S body being reworked into a shorter-wheelbase, taller vehicle wearing styling details lifted from Volvo's EM90 luxury MPV. The result reads like a practical, upright Volvo — squat but purposeful — with a flat roofline, pronounced fender arches, and a restrained yet muscular front end.
Design takeaways and speculative features:
- Boxy silhouette and upright greenhouse for interior space and visibility
- Raised ride height, chunky tires, and greater ground clearance for off-road capability
- Volvo EM90 cues: clean face, vertical tail, and premium cabin intent
- Electric underpinnings implied: large battery pack, AWD electric motors, and significant torque for low-speed crawling
Theottle summed up the motivation simply: I wondered if Volvo could credibly join the rugged-luxe trend, so I merged EM90 styling onto a Rivian platform to find out. That curiosity produced a believable, production-adjacent render that will appeal to Volvo purists.
How it would compare
Today the rugged-luxe battlefield is held by stalwarts such as the Mercedes G-Class, Land Rover Defender, and Lexus LX. Newer entries and rumours from Audi, BMW, and Genesis suggest the segment is heating up. A hypothetical Volvo XC110/EX110 would be pitched above the XC90 and EX90 — more off-road focused and perhaps more utilitarian in packaging while retaining Scandinavian luxury.
Potential upsides for Volvo:
- Fills a gap between premium urban SUVs and hardcore off-road models
- Capitalises on demand for electric SUVs with genuine capability
- Reinforces brand DNA with a boxy, practical design language
Challenges remain: developing a bespoke platform or heavily engineering an existing one for serious off-road use raises costs, and Volvo is already tightening headcount and margins.
Final thought
For now the Volvo XC110 exists only in CGI, but the concept is a useful thought experiment: could Volvo merge its elegant, minimalist DNA with rugged functionality and succeed in a crowded premium SUV market? The answer depends on strategy, investment and whether buyers want a Scandinavian take on rugged luxury. What do you think — yay or nay for a boxy Volvo off-roader?
Source: autoevolution
Leave a Comment