Jeremy Offer, Volvo Cars Global Head of Design. (Image credit: Gerhardt Kellerman)
As the Global Head of Design at Volvo Cars, Jeremy Offer believes the Swedish manufacturer’s designs are more than just aesthetics—it’s a philosophy that reflects how the company operates. For a marque that’s always been renowned for its reliability, functionality and commitment to safety, we asked Offer how Volvo Cars continue to design solutions through their core design principles, while keeping an eye on the future of mobility.
How has Volvo’s design philosophy shifted over the years?
When I reflect on Volvo’s older design philosophy, I’m struck by how relevant it remains today. Our core focus still resonates deeply. It’s fascinating to see how the design principles we use today echo the values and ideas pioneered over 30 years ago. For me, this consistency is one of the key things that makes Volvo Cars stand out—and what initially drew my attention to the brand.
Throughout Volvo’s design history, there has always been a strong focus on human needs, a functional intelligence, and a clear guiding thread that has remained timeless. The biggest shift for us has been the increasing emphasis on user experience (UX) and software-defined vehicles. We design the UX (both physical and digital) with the same design principles but there’s now more influence from more areas beyond traditional car design, which I think is very exciting. Our cars are becoming more like devices and as such, they have become an extension of our digital lifestyle. At Volvo we are finding new ways to create safe experiences whilst constantly looking for the poetry in the driving experience.
What does being the Head of Design mean at Volvo?
It’s a huge honour and privilege to be the Head of Design at Volvo. This role reflects a broader shift in the industry, I joined at a time where design is seen as a holistic discipline that goes far beyond aesthetics.
Design is often a balance of compromises— in my view, if there are no compromises, it’s art. At Volvo, we focus on collaboration. Being Head of Design means working closely with a wide range of experts. Together with my team, we take all the complex information from different fields and transform it into something that not only functions but also creates an emotional connection with people.
A studio still of the new Volvo XC90.
What was the first design task you took on when you joined Volvo?
As a leader, I believe collaboration is key. It’s a powerful source of creativity, new ideas, and a positive culture where people feel safe to try new things. At Volvo, there’s an incredible wealth of inspiration across the business. Building strong relationships with other teams has inspired our way of working and sparked fantastic ideas for innovation.
My first design task was to map out and understand the organisation—how it functioned and where design methodologies could be applied to foster open conversations and generate actionable ideas. We needed a new design strategy to unify our efforts and guide us towards the future. Developing that strategy was essential to shaping the path forward and creating a shared vision for innovation and collaboration.
What would you say are some of the challenges when designing for mobility?
One of the key challenges in designing for mobility is navigating a rapidly changing landscape. With technology evolving so quickly, it’s difficult to predict what comes next. Car design must adapt by becoming faster and smarter in how we develop products and integrate technology. We need to ensure that the design we create today is not only innovative but also durable and relevant for the future. Balancing speed with long-term thinking is essential to shaping the future of mobility in a way that stands the test of time.
The interiors of the Volvo XC90.
Electric and autonomous seem to be the driving force behind car design these days, how do you approach this?
Electrification opens up exciting new possibilities for us as designers. With the architecture of electric vehicles, we have more space to innovate and rethink the functionality and convenience inside the cabin. It also allows us to explore new ways to foster an emotional connection between people and their cars, especially as they become more like integrated devices in their lives.
At Volvo, we approach electric and autonomous technologies with a focus on safety. We adopt and embrace these innovations only when we believe they provide real, tangible benefits to our customers. Rather than prioritising full autonomy for its own sake, we are committed to developing user-centric solutions that enhance the driving experience while significantly improving safety. For example, a key enabler for autonomy at Volvo Cars is our use of lidar technology, which we carefully position to ensure the best vantage point for safety, seamlessly integrating it into the car’s design.
The Volvo XC90 is a showcase of functional and stylish design.
What do you think makes a good design when it comes to mobility?
A good design for mobility starts with a deep understanding of customer needs and establishing a strong dialogue with them. It’s about anticipating what people will want from their vehicles in the future, based on how they use them today. By closely observing customer behaviour and leveraging the knowledge we have, we can predict future needs and develop innovative solutions that truly enhance the mobility experience.
What can we expect from Volvo in the near future?
You can expect us to build on the core values that have defined Volvo for the past 100 years, ensuring they remain relevant in addressing the challenges and needs of the future. Durability will continue to be central—we will focus on creating timeless, honest, durable products that truly reflect what people need from their mobility solutions. We are also redefining safety. Beyond physical safety, we are looking at active safety features, designing for a future where safety includes protecting drivers, passengers, and the environment around them.
Sustainability and circularity play a key role in this approach. Just as we’ve spent the last century keeping people safe, our next challenge is to minimise our impact on the environment to help keep the planet safe.
