Here’s a breath of fresh air; Volvo CEO Stefan Jacoby declared that his cars, laden with safety systems and other gadgets, are too complex for most of Volvo’s customers.
Jacoby cited a study, which claimed that 75 percent of Volvo customers didn’t know the full potential of their cars. Citing Apple as an example, Jacoby said
“Our cars are too complicated for the consumer. Our intention is to have an intuitive car that lets the driver actually feel like he’s in command,”
My parents have an XC60, and while they’re pretty tech savvy, they still have trouble deciphering the various three-letter safety systems in their car, and I don’t think they’ve ever gone deep into the muti-layered menus since taking delivery of the car. Taking a pro-simplicity position is something that most of us can identify with.Volvo will have a unique challenge on its hands, since so much of its identity is wrapped up in being on the leading edge of safety and design. Making their cars easier to use while progressing technologically is a task that many have failed at – witness the lack of a legitimate iPod competitor if you need further proof.