The SUV that Volvo say will not get 'a second chance'
IT is rare indeed to hear a car chief saying there will be 'no second chance' with a new model, writes Eddie Cunningham.
But that is what the boss of Volvo has done - with little more than a week to the global unveiling of the new XC90. "There is no second chance, of course. This has to work. We're confident it will," Hakan Samuelsson says.
His comments provide an insight into just how crucial the new premium SUV will be. It is Volvo's first brand new model under Chinese group Geely's ownership.
Its all-new platform also makes it the first Volvo not to have some components of former owner Ford.
The giant automaker bought Volvo for $6.45bn in 1999 but sold it to Geely for just $1.8bn in 2010.
Geely has since overseen an $11bn overhaul which relies heavily on new architecture that will be the base for all future models and body types.
It all adds spice to next week's global unveiling and I'll be there DV to tell you all about it here.