2016 Volvo XC90 Revealed

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WASHINGTON DC - August 27, 2014; The AIADA newsletter reported that the slow, Swedish striptease is over. After coyly dropping photos for months—a headlight here, some silky seats there—Volvo finally pulled the cover off its new SUV, the XC90.

"This is one of the most important days in our history, Chief Executive Officer Hakan Samuelsson said in a statement. "We are not just launching a car, but relaunching our brand".

BusinessWeek says he isn't understating it. The company, now owned by China-based Zhejiang Geely, hopes this is the vehicle that turns around its U.S. sales. If all goes as planned, the SUV will help double Volvo's annual sales by 2020.

Yesterday Volvo revealed the XC90's exterior, and it looks, well, like a luxury SUV. The logo is bigger than those on Volvo's current SUVs, the hood is longer, and the shoulders are sharper. In context, the headlights inspired by the Norse god Thor (no joke) look like shining hammers. The SUV also won't be cheap to buy, starting at around $66,000 when it hits dealerships next year. The price, roughly in line with a BMW X5, is a sign of Volvo's confidence that it can compete with its German rivals