Swedish automaker Volvo has unveiled a new concept for the Chinese market at Auto Shanghai, which opens this week.

The luxury sedan concept suggests Volvo intends to take a definite upscale direction with its next model and is geared towards China’s growing cadre of luxury-lovers.

Dubbed the Concept Universe, the vehicle is designed to capture Volvo’s traditionally Scandinavian design and to anticipate what modern luxury car buyers want, adding a coupe-like roofline to escape the ‘boxy’ feel of some previous Volvo designs.

At the front, the model boasts an instantly recognizable grille (which may or may not make it to production), formed of a shrinking series of concentric rounded rectangles.

Inside, the front seats are designed to be intuitive and driver-oriented while the rear is more relaxed, with an interior that molds into the rear seat to become part of the seating environment.

Volvo, which is owned by Chinese automaker Geely, is clearly targeting other luxury models such as the BMW 7-Series, Mercedes-Benz S-Class and Audi A8 with the model, which is likely to be well-received by the Chinese market.

“Our aim is to be the brand that best understands what buyers of modern luxury cars want,” said Volvo boss Stefan Jacoby.

“We are eager to hear what the most demanding Chinese customers think of this luxurious concept.”

Source: AFPrelaxnews – Auto Shanghai runs April 21-28 in Shanghai, China.