Volvo ES90 to tour showrooms nationwide ahead of launch, showcase starting July 27

Volvo Car Korea is taking its new fully electric flagship model, the ES90, on a nationwide showroom tour ahead of its domestic launch, giving customers a chance to see the vehicle in person and experience its electrification technology and interior space.

The company announced Wednesday that it will hold an "ES90 Showcase" at 20 official showrooms across the country starting July 27, marking the model's domestic launch on Wednesday, July 22.

The event is designed to let customers who have been waiting for the ES90 examine the vehicle's design and features firsthand. The showcase will run sequentially at major Volvo showrooms nationwide, including locations in Gangnam Daechi, Songpa, Ilsan, Dongdaemun, Gwangju, Haeundae and Daegu.

The ES90 is Volvo's new electric flagship, combining the proportions of a sedan, the spaciousness of an SUV and the practicality of a fastback. With the model, Volvo aims to move beyond the traditional sedan-versus-SUV divide and offer a new flagship experience suited to the era of electrification.

Each showroom will feature a dedicated ES90 display space built around the concept "The Art of Balance." Through it, Volvo intends customers to intuitively grasp the ES90's identity as a vehicle where design, space and technology converge.

Beyond the vehicle display, the showrooms will also run customer-oriented lifestyle programs. The events focus on conveying Volvo's vision of Swedish luxury and its electric brand experience, rather than simply showcasing the car.

Customers who sign a purchase contract for the ES90 during the showcase period will receive a gift of their choice: either a premium travel packing set from global outdoor brand Thule or a gift set from Swedish naturalist lifestyle brand L:A Bruket.

The Thule set includes a chasm duffel bag and compression packing cubes. The L:A Bruket set contains lip balm, hand and body wash, body lotion, a fragrance tag and linen water. Gifts are available while supplies last and may be substituted if stock runs out.

As electric vehicle options multiply in the imported car market, pre- and post-launch customer experience events are growing in importance. For high-end electric vehicles in particular, buyers increasingly want to evaluate not just design and driving performance but also interior versatility, charging convenience and overall brand experience.

Volvo Car Korea is treating the ES90 launch not merely as a new-car unveiling but as an opportunity to expand customer touchpoints through its showroom network — a strategy aimed at converting early interest into signed contracts by letting prospective buyers experience the electric model's qualities directly.

"We organized this showcase so that the many customers who have been waiting for the ES90 can meet the vehicle in person across the country and discover the harmonious value created by its design, space and advanced technology," Volvo Car Korea President Lee Yun-mo said. "We hope visitors will use the various customer programs and benefits prepared at each showroom to experience the new standard of luxury flagship that the ES90 represents."