Branding expression ‘Scandinavian luxury cars understand people’ is based on the outstanding design quality, customer experience and driving dynamics. Most importantly, everything is designed and focused around the customers. Thus the need to understand what people need and what they desire, how to respond through products and experience that are more human-centrist. This sentiment is at the heart of Volvo’s Dealership design, supporting the ambition to do what matters the most to the customers. The entire Volvo Retail Experience concept is based on contrasts; open versus closed, warm versus cold. The distinctive, ‘cool’ new exterior design will create the right first impression of a luxury brand and set Volvo apart from their competition and accepted automotive approach.