Volvo EX90 Launch in the Cape Winelands
Marcus Lerutla
Apr 02, 2025
My adventure to Volvo’s EX90 launch kicked off in Johannesburg, where I joined a diverse group of automotive journalists and digital creators. After landing in Cape Town, Volvo’s polished team greeted us, confirming our details before whisking us to a chic restaurant lounge for refreshments. A fleet of sleek Volvos soon arrived to ferry us to the Cullinan Hotel, where Dawn, our gracious host, outlined the evening’s agenda with meticulous care—hinting at the premium experience ahead.
The journey continued with a 40-minute scenic drive to the Cape Winelands’ Cooperage venue. On arrival, photographers immortalized guests against golden-hour backdrops, a testament to Volvo’s unwavering attention to detail. Inside, executives unveiled the EX90, a fully electric luxury SUV priced at R2.65 million, emphasizing its cutting-edge safety tech, design evolution, and eco-conscious ethos.
“While the presentation dazzled, some attendees expressed disappointment at the limited hands-on interaction…“
**Notable Features:**
– Twin Motor AWD with Air Suspension
– 22” Aero Diamond-Cut Alloys
– LiDAR (250m range) and “Thor’s Hammer” Pixel Headlights
– One-Pedal Drive and Advanced Occupant-Sensing Systems
While the presentation dazzled, some attendees expressed disappointment at the limited hands-on interaction with the vehicle—a rarity at auto launches. Yet for Volvo, the mandate seemed clear: prioritize ambiance and luxury. And in that, they triumphed.
“Felipe Yagi, Volvo’s Head of Marketing and Communications, revealed candid insights into their EV strategy…”
My one-on-one with Felipe Yagi, Volvo’s Head of Marketing and Communications, revealed candid insights into their EV strategy, South Africa’s infrastructure challenges, and the brand’s vision for sustainable luxury. His clarity on Volvo’s roadmap—paired with Mimi’s flawless event coordination—cemented the brand’s commitment to excellence.
As dusk fell, the venue transformed into a candlelit oasis. A fusion of African praise songs and classical violin melodies underscored Volvo’s blend of cultural reverence and modernity. Guests savoured curated gift bags and mingled effortlessly with global reps at the afterparty, where conversations flowed as smoothly as the wine.
Though motoring purists may have craved more time behind the wheel, Volvo’s focus on crafting an immersive, collaborative experience—set against the Winelands’ dreamscape—proved unforgettable. The EX90 launch wasn’t just about the car; it was a statement: luxury isn’t just felt in horsepower, but in every curated moment.
**Watch the full recap on with myself (@elegant_pedi) on YouTube below**
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