Purchased by Geely in 2010, Volvo has made a tremendous comeback to the premium market with the latest-generation XC90, the brand-new S90 sedan, and other smaller vehicles. The company's previous competitor for the Mercedes-Benz E-Class and BMW 5 Series was far from competitive, but the S90 that Volvo launched under Chinese ownership is surprisingly good. Now, the Swedish brand plans to move the S90 even higher on the luxury market with a range of new features. These were introduced at the 2018 Beijing Auto Show in the S90 Ambiance concept.

Despite the concept badge, there's nothing futuristic about the S90 Ambiance on the outside. The concept vehicle is basically a standard sedan in Excellence trim, so it's easy to ignore it on the showroom floor. The same goes for the cabin, which features the same interior as the S90 Excellence. This is by no means usual though, as it has a three-seat layout. The Excellence model focuses on chauffeured passengers in the rear seat rather than the driving enthusiasts, and this is why the front passenger side was removed.

The Ambiance concept builds on this idea with seven visual themes synchronized with audio and scent. The themes can be activated using a smartphone app and are projected on the car's ceiling, just like in the Rolls-Royce Phantom. However, while the Phantom only has constellation themes, Volvo offers Northern Lights, Scandinavian Forest, Swan Lake, Archipelago, and Rain. A Nocturnal theme for resting and a Freedom theme for a "boost of fresh and uplifting energy" are also included.

Each theme starts with a synchronized audio soundtrack that plays through the premium Bower and Wilkins sound system. The audio system includes small tweeters in the headrests. Each theme is also matched with one of four scents that deploy from the center console. The scents are created by Byredo, a luxury house from Stockholm, Sweden.

While just a concept for now, the Ambiance will become available in S90 Excellence production cars in the future, according to Volvo. Needless to say, this feature doesn't move the S90 into Rolls-Royce and Bentley territory, but maybe Volvo has bigger plans in future.

References

Read our full review on the 2018 Volvo S90.

Read our full review on the 2017 Volvo S90 Excellence.

Read more Volvo news.

Read more 2018 Beijing Auto Show news.