Volvo Korea supplies S90, XC60 and more to tvN drama series 'Spellbound'

Volvo Car Korea announced Monday that it is supplying its flagship lineup — including the XC90 and S90 — along with other key models to "Spellbound," a new weekend drama series airing on tvN.

"Spellbound," which premiered July 18, is an occult romance drama series following the collision between a chaebol family that can see ghosts and a passionate prosecutor who fears them most, as the two become entangled in a mysterious case. Actor Park Eun-bin plays Cheon Yeo-ri, the head of the country's most prestigious hotel who keeps the world at arm's length, while actor Yang Se-jong plays Ma Gang-uk, a tenacious prosecutor determined to uncover the truth.

Volvo Korea is providing the flagship sedan S90 as the female lead's vehicle. The model's spacious interior and refined design underscore the elegant, restrained image of a hotel chief and heiress.

The XC60, assigned to the male lead, appears in scenes where the character races between the city and various locations tracking down clues, conveying his active and dynamic personality.

The XC40, driven by the female lead's younger cousin, highlights the character's youthful and distinctive personality through its compact body and stylish design. The XC90, belonging to the ambitious heir of a hotel and resort group, conveys the character's social standing and luxurious lifestyle through its generous space and commanding presence as a flagship SUV.

"We expect Volvo's representative models to blend naturally into the journeys of characters with distinct charms, conveying the refined design and comfortable driving experience the brand pursues," said Lee Yun-mo, CEO of Volvo Car Korea. "We will continue to expand touchpoints through collaborations with diverse cultural content so that customers can experience the value of Volvo Car Korea in their everyday lives."

Meanwhile, Volvo Korea held a launch event for its large electric flagship sedan, the Volvo ES90, at the Grand Hyatt Seoul on July 22. At the event, the company drew attention by pricing the ES90 for the domestic market starting at 72.94 million won — about 50 million won less than in major global markets.

Domestic pricing for the ES90 breaks down as follows: the Single Motor Extended Range Plus at 72.94 million won, the Single Motor Extended Range Ultra at 80.55 million won, the Twin Motor Plus at 79.6 million won, the Twin Motor Ultra at 87.41 million won, and the Twin Motor Performance Ultra at 95.41 million won.