The S90 Recharge model can be seen crossing the distinguished Sardão-Meirinhos bridge, among other locations.

According to Julia Franke, the brand’s taskforce lead, quoted in a press release, Volvo was looking for an “inspirational location, rich in natural beauty and architectural elements, that would fuse perfectly with the S90 Recharge model’s elegant lines.

"From the Lisbon architecture to the landscapes in the North of the country, passing along the Atlantic coast, Portugal is the stage for this new campaign where the S90 Recharge crosses many Portuguese locations, including some notable icons like the famous Sardão-Meirinhos bridge, in the North, which is considered a masterpiece of engineering, and Lisbon’s city centre. The Atlantic coast’s climate, architecture, history, and beauty determined our choice for the set of this new campaign.”


The Stendahls agency was responsible for the creative direction of the campaign while POM Pictures and Portugal’s South West Productions handled production. The commercial was recorded in October 2022 and aims to highlight the main attributes of the S90 Recharge and its position as a “new luxury.”

“For Volvo customers, luxury means balance between life and work, job security, a healthy lifestyle and a sustainable planet,” Franke explains. “The S90 Recharge is the embodiment of this new definition of luxury, of Scandinavian simplicity. It’s elegant without being boastful.”

Volvo Cars was founded in 1927 and currently does business in about 100 countries. It’s best known for inventing the seat belt.