Subconscious and safety.

What Pamela Anderson proved, roundings are preferred. It is a problem, when you're good at making cars of boxes.

Roundness is good, preaches the Gospel of Soap-shaped Car. It evokes something that people inexplicable like, it brings calmness and nice feeling. Such a revelation must have been something there, at North Pole Cars.

When idea of having a nice time got to Swedes in Volvo, it crushed them. The square car seemed no longer attractive, and some circle-tricks must have been done. Yet, the power of old, safety-and-reason image was no to neglect; apart from marketing mumbo-jumbo, it always have translated into real, reasonable money, and the safe profit for Volvo.

How to make the new cars angular and round at the same time? It's a problem, that can freeze imagination for a while. Considering a fact, that it would be a serious dichotomy, Swedes went Freud.

They made a car, that is perceived different, than it really looks. The new Volvo XC60 is a car, that exist half in reality, and half - only in your mind. You look at rounded, asian-styled car - something completely bald and quite not beautiful. Yet, as a proper human with a memory, you recall all hardcore Volvo ubersafety models, that made their name - deeply from where dreams, complexes and commercial brand images, put there by a clever and very bad scientists, lie.

It's a trick, that make impossible affordable – you can buy a trendy, posh vehicle, which is in same time stable - and sexy - as a glacier. The only problem is, to get a good psychotherapist, when it comes to change a wheel.