The Challenge Presented:
Volvo launches the EX90 as its new flagship vehicle and a defining step into a new era of premium electric luxury. As a fully electric seven-seat SUV, the EX90 represents the pinnacle of the Volvo range and requires a launch platform that reflects its flagship status.

The challenge is to introduce a more refined and considered expression of luxury to the market while positioning Volvo in a position of strength within the premium EV category.

The Strategy Created:
Bastion develops a strategy centred on a more considered expression of luxury.

Designed around the idea of “arrival”, the work positions the Volvo EX90 as first-class, understated luxury for people who don’t need to prove they’ve made it. Rather than signalling aspiration, the campaign reflects a sense of confidence, calm and self-assurance.

Building from Volvo’s local Escape to Life platform, the creative places the EX90 within the refined natural landscapes of Aotearoa, allowing the vehicle to feel seamlessly at home in its surroundings.

Through cinematic storytelling and intentional pacing, the work creates a feeling of quiet confidence and premium ease, presenting the EX90 as a flagship experience that feels elevated, effortless and deeply considered.

The Strength Achieved:
The campaign establishes the EX90 as the flagship of the Volvo range while evolving the Escape to Life platform into a more premium and aspirational space.

The result puts Volvo in a position of strength within the premium EV market, introducing a more elevated and differentiated expression of modern luxury.