Volvo's EX90 SUV Embodies 'Lagom' on Four Wheels

Volvo's new EX90 SUV aims to be the ultimate expression of the Swedish concept of 'lagom', a philosophy of moderation and balance, translated onto four wheels. This seven-seater vehicle is designed to offer a sense of appropriate living and behavior, blending a minimalist Scandinavian living room aesthetic with cutting-edge technology.

Inside, the EX90 presents a serene environment, reminiscent of a cozy Scandinavian home. This design philosophy extends to its user interface, which heavily relies on digital controls. The SUV runs on a Google-based operating system, integrating smart features and connectivity seamlessly.

Reflecting the 'lagom' principle, the EX90 deliberately minimizes physical buttons. The focus is on a streamlined, intuitive digital experience, catering to what Volvo perceives as the needs of modern, digitally-inclined drivers. This approach aims to create a calm and uncluttered cabin, enhancing the overall driving and passenger experience.