Restyling has always been the main way to update a model after a certain period of time. In general, the life cycle of a car lasts seven years, and restyling takes place in the middle of its career, that is, between three and four years. This allows, in particular, to make some adjustments, correct shortcomings and add certain technologies.

In recent years, the content of restyling has focused more on technological equipment, with only some aesthetic retouches. And according to Volvo, this trend will continue in the futureand even grow in the future.

From restyling to software update

In an interview with our colleagues from CarExpert, Björn Annuwall, Volvo’s commercial director, believes that now it is more appropriate to talk about “raising the brain”. This is a pun on the term “face lift”, which Americans use to denote an aesthetic update of a model.

This new concept will focus on software part, the famous “brain” of the car. According to Bjorn Annvall, customers will benefit from more updates dedicated to driver assistance technologies as manufacturers focus their efforts on creating a basic architecture that is modular and can be continuously improved.

Aesthetic changes will remain, but they will undoubtedly come after the technological aspect. Such a strategy will allow manufacturers to save on the creation of new components for bodies and, as a result, on the modernization of assembly lines.

Subscription options, a system that doesn’t convince Volvo

While some manufacturers, like Mercedes or even Porsche, are increasingly favoring subscription options, at Volvo, this strategy does not seem to be favored. This system consists in charging the customer a monthly fee for using such an option as, for example, heated seats.

According to Björn Annvall, the brand will prefer to focus on more global and paid software updates. So customers will have the choice to install it or not. In particular, they will be able to take advantage of some advanced features in terms of autonomous driving.