Next-gen Volvos to command higher prices

Volvo is moving up-scale.

Volvo's next-generation vehicles will command higher prices than those models currently in the automaker's showroom, the company's Chief Executive Officer has revealed.

"The new vehicles will be more expensive," Volvo Cars CEO Hakan Samuelsson told Automotive News on the sidelines of the Frankfurt Motor Show.

Volvo is planning to introduce several new models in the coming years, starting with a fresh version of its XC90 crossover in 2015. The 2014 XC90 has a starting price of just over $40,000, but the next iteration of the CUV will have a starting price point closer to that of the BMW X5, which lists from around $53,000.

Volvo's crop of new vehicles will continue to deliver on the company's core values - like safety and reliability - but will also incorporate interesting designs.

"I think the company has no future if we are targeting mass market products," said Samuelsson. "The new vehicles will be more expensive, but only if they deliver something the customer finds attractive."

Volvo previewed its new design direction with the Concept Coupe at the Frankfurt Motor Show. Although Volvo doesn't have any current plans to produce a sexy two-door based on the concept, the show car hints at what to expect from the new XC90.

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