ROCKLEIGH, New Jersey — The 2017 Volvo S90 midsize luxury sedan is being showcased at a pop-up store in Manhattan's Meatpacking District from now through July 4.
Currently on sale at Volvo dealers, with prices starting at $47,945, including a $995 destination charge, the S90 lines up against such models as the BMW 5 Series, Infiniti Q70 and Mercedes-Benz E-Class.
The temporary store, located at 446 West 14th Street, is staffed with Volvo product specialists who will help answer questions from customers and others interested in learning more about the capabilities of the 2017 S90.
"This pop-up store allows us to showcase our new S90 flagship sedan and our brand, which is going through a significant transformation, to an entire new audience," said Bodil Eriksson, vice-president of Product, Marketing and Communication for Volvo Car USA in a statement. "The New York metro market is the largest for Volvo so this is a fantastic opportunity for us to meet customers where they are living, working and visiting."
As previously reported by Edmunds, Volvo says the all-new S90 is the first in its class to offer semi-autonomous technology as standard equipment.
This includes Volvo's next-generation Pilot Assist, which allows the car to accelerate, decelerate, come to a complete stop and steer at speeds up to 80 mph without the need for a pilot or "lead" car in front of it.
Other standard technology includes Large Animal Detection, which automatically stops the car to avoid or mitigate a crash with a deer or other animal, and Run-Off Road Mitigation, which detects when the car is about to leave the road and gently steers it back.
The S90 also offers advanced connectivity features, such as Apple CarPlay and the Volvo On Call app that enables drivers to start the car remotely with both Apple Watch and fingerprint touch on the iPhone 6.
The New York pop-up store joins similar stores that Volvo opened earlier this year in Reading, England, and Glasgow, Scotland.
Edmunds says: Pop-up stores are a unique way for Volvo to reach potential new customers and spotlight the all-new 2017 S90 luxury sedan.