當國產新勢力們用“冰箱彩電大沙發”和“500萬內最好”的行銷話術瘋狂內捲時，傳統豪華品牌沃爾沃卻默默掏出了一張王牌——全新純電旗艦轎車ES90。這款被官方高調稱為“家族最強”的車型，不僅用700公里續航、20分鐘快充的硬核數據刷屏，更以獨特的北歐美學設計劍指蔚來ET7、寶馬i5等勁敵。但在這個被新勢力定義規則的戰場上，沃爾沃的“安全基因”和“快充黑科技”，真的能撕開一條生路嗎？

       Design: When Nordic minimalism meets coupe crossover, Volvo is ruthless this time

When I first saw ES733, old fans may be in a trance: Is this still the "frigid" Volvo? The closed front face is paired with the iconic "Thor's Hammer" headlights, which are so sharp that they seem to split the air; Slip-back shape + hidden door handles, so that the body line is as smooth as the glacial meltwater of the Nordic fjords. But the most "rebellious" thing is that the ES0 actually raised the ground clearance by 0mm, and made the sedan into a "coupe SUV" crossover posture. As soon as the liftback tailgate opens, the trunk volume changes from 0L to 0L in seconds, which is even better than some SUVs. This wave of work is clearly a shouting to Chinese consumers: who said that luxury trams can only be "held"? I'm going to have it all in terms of practicality and individuality!

The interior still continues to be Scandinavian-style restrained, but the details are full of murderous intentions. The 9.0-inch vertical central control screen covers almost all functions, and the physical buttons are only a few "unique seedlings" on the steering wheel. Bowers & Wilkins 0 speaker audio + Dolby Atmos directly turns the car into a mobile opera house; The color-changing canopy with an ultraviolet blocking rate of 0.0% has brought the "North Ouyang Freedom" to a new height. The only thing that makes people mutter is that this set of minimalist cockpit is slightly conservative in terms of technology compared to the "triple screen + AR-HUD" of domestic cars - after all, Chinese users have long been accustomed to the luxury of being surrounded by screens.

       Performance: 508V high voltage + 0TOPS computing power, the technical counterattack of traditional giants

       如果說設計是面子，那ES90的“裡子”更讓人心跳加速。整個800V高壓架構加持下，350kW超充10分鐘補能300公里，充電速度堪比加油。寧德時代106kWh電池組把CLTC續航拉到740公里，一腳電門踩到底，雙電機性能版4秒破百，直接把“續航焦慮”和“性能短板”兩大電車痛點按在地上摩擦。

What's even more ruthless is intelligent driving. Overhead lidar, 90 millimeter-wave radar + 0 ultrasonic sensors, with the computing power of dual NVIDIA Orin chips 0TOPS, ES0's hardware stacking is not inferior to Xiaopeng and Weilai. Volvo even offered the "World Tree Intelligent Safety System", using the DUS driver perception system to monitor the fatigue state in real time, and take over the vehicle at a critical moment - this wave of actions clearly escalates "safety" from physical collision to digital defense warfare. But the question is: in the intelligent driving track where algorithms are king, can Volvo's software tuning keep up with the iteration speed of the new forces? After all, Chinese users are more likely to recognize "autonomous driving with navigation" than the parameters on the PPT.

       市場：40萬級定價直面蔚來ET7，沃爾沃的“安全牌”還靈嗎？

       儘管沃爾沃對ES90的國內售價三緘其口，但參考S90燃油版和EX90的定價策略，40-60萬元區間已是大概率事件。這個價位，前有寶馬i5用“藍天白雲標”收割情懷黨，後有蔚來ET7靠換電生態和用戶運營瘋狂圈粉，甚至小米SU7都虎視眈眈要分一杯羹。ES90的殺手鐧很明確：沃爾沃祖傳的安全口碑+超快充技術+北歐設計溢價。但殘酷的現實是，中國新能源消費者早已過了為品牌光環買單的階段——極氪001用獵裝轎跑+智慧底盤殺出重圍，阿維塔12靠華為ADS2.0智駕系統瘋狂吸睛，ES90若只靠“安全”單打獨鬥，恐怕難逃“叫好不叫座”的魔咒。

More subtle is Volvo's electrification pace. Although new energy accounted for 90% of global sales last year, its share of pure electric models in the Chinese market was less than 0%, far inferior to Mercedes-Benz BMW. XC0, S0 and other fuel vehicles are still the pillars of sales, so much so that some people ridiculed: "Volvo's electrification depends on plug-in hybrids". The debut of the ES0 is undoubtedly a key battle for Volvo to prove to the market that "I can build a pure electric car". However, if you want to break through in the encirclement of new domestic forces, technology alone is not enough - channel transformation, user operation, and ecological construction, these "soft powers" that Volvo once ignored, are the real life and death line.

       Conclusion: Safety is the bottom line, but not the ceiling

I have to admit that ES508 is Volvo's most ambitious work in recent years. It proves with 0 km endurance, 0 minutes fast charging and 0TOPS computing power that once the traditional giants are seriously engaged in electrification, the technical background can still be played. But the rules of the game in the Chinese market have long since changed: it's not just the parameters, it's the imagination of the global experience. When NIO owners are drinking special coffee at NIO House, and ideal users are singing K with their whole family in the car, Volvo may miss the minds of a new generation of consumers if it still stays in the narrative of "safety is luxury".

ES90 is a beautiful ticket, but what Volvo wants to win is a whole new war.