Luxury Car Buyers Want to Declutter & Human-Centric Design

An overwhelming number (85%) of Americans are seeking to declutter their lives and spaces, with 91% of Americans feeling better when their homes and vehicles are decluttered and simplified, according to a new survey of Americans conducted by The Harris Poll on behalf of Volvo Cars.

Many of those surveyed noted the presence of too much stuff in their lives and equated a modern luxury lifestyle to removing excess, alongside beautiful and functional design. A few additional highlights from the research include:

  • Almost two-thirds (61%) of Americans agree that Scandinavian design represents modern luxury and almost one-third (27%) of Americans choose Sweden when asked to rank the top country associated with modern luxury and design.
  • 82% of Americans believe people have too much stuff; 84% of vehicle owners feel this way.
  • 60% of Millennials say their lives feel more cluttered than they did 10 years ago
    • Compared to 48% of all Americans
  • 62% of parents feel the need to declutter their vehicles more than other spaces
    • Compared with 46% overall.
  • 68% of Americans believe when it comes to modern luxury, less is more.
    • 88% feel modern luxury should be both beautiful and highly functional
    • Compared to 10 years ago, modern luxury is more inclusive and transparent (64%) and minimalistic (63%)
  • High income Americans are more likely to value visual design cues on interior materials (70%) and trim features (50%)

Taking cues from its Swedish roots, Volvo’s view of luxury is human-centric. Life is complicated enough, and luxury is striking the ideal balance between beauty, functionality and usefulness, putting people at the center of everything the company does.

This includes a design philosophy free from excess, featuring clean lines, less clutter and meticulous attention to detail, that help build an environment that is healthy and soothing in every sense, from the feel of the seats to the distinct smell in every Volvo. Technology isn’t introduced simply for technology’s sake – Volvo’s Sensus Connect system utilizes an intuitive touchscreen and clean design without the clutter of buttons, but also allows for additional upgrades and functions to be added after a car has been purchased.

The recently introduced XC40 Compact SUV is the latest example of Volvo’s modern luxury philosophy in action, building upon research that found drivers in this segment in need of more versatility and storage space. Within the XC40, Volvo introduced new smart storage solutions designed to reduce clutter in the vehicle, including under seat drawers for easy access to wallets or parking cards, a trash bin for common clutter and roomier door bins, perfect for securing laptops or tablets. A wireless charging pad is also included in the front storage compartment, reducing the need for stray cables within the interior environment.

This report is the third in a series of Volvo Reports from Volvo Car USA and Harris Poll designed to uncover insights into the American opinion across four core themes: design, safety, technology and environment.

The full results are published in Volvo Reports: Decluttering the State of Luxury, the third in a series of Volvo Reports from Volvo Car USA and Harris Poll, which explore the ever-changing relationship between Americans and their car. This edition foucses on the shifting state of luxury amongst Americans, who are rethinking their attitudes toward possessions and taking a new approach to modern luxury purchases.

Volvo Plug-In Sells Out

Thirty-nine minutes is all it took for Volvo Cars to sell out of a special version of the all-new S60 sedan after it was made available on the Care by Volvo app earlier today.

for the American market using Volvo Cars’ Care by Volvo app and their credit cards to place $500 deposit

Customers claimed all 20 of the all-new Volvo S60 T8 Polestar Engineered luxury sedans slated for the American market using Volvo Cars’ Care by Volvo app and their credit cards to place $500 deposits.


The national survey, Volvo Reports: Decluttering the State of Luxury was conducted online by The Harris Poll on behalf of Volvo among 2,014 U.S. adults ages 18+ from April 26- May 1, 2018. This online survey is not based on a probability sample and therefore no esti­mate of theoretical sampling error can be calculated.