Volvos Are Too Complicated: CEO Says

Luke Vandezande
by Luke Vandezande

Things get complex when you put safety tech innovation first, or so Volvo boss Stefan Jacoby is finding as the brand’s cars get increasingly confusing to use.

“Our cars are too complicated for the consumer. Our intention is to have an intuitive car that lets the driver actually feel like he’s in command,” Jacoby said. According to Jacoby, 75 percent of drivers don’t know how to access their car’s full capability.

It’s something he recognizes as a problem, not just for Volvo, but for car companies as a whole. With complicated electronic systems becoming commonplace in cars ranging from the entry level to most expensive, he feels simplicity needs an increasing emphasis.

Jacoby pointed to Apple’s operating systems and ease of use as an example of sophisticated tech that solves such issues with elegance.

“It’s so easy to control. You feel in control of that machine and that gives consumers a big confidence,” he said.

[Source: Automotive News]

Luke Vandezande
Luke Vandezande

Luke is an energetic automotive journalist who spends his time covering industry news and crawling the internet for the latest breaking story. When he isn't in the office, Luke can be found obsessively browsing used car listings, drinking scotch at his favorite bar and dreaming of what to drive next, though the list grows a lot faster than his bank account. He's always on <A title="@lukevandezande on Twitter" href="">Twitter</A> looking for a good car conversation. Find Luke on <A title="@lukevandezande on Twitter" href="">Twitter</A> and <A title="Luke on Google+" href="">Google+</A>.

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