Volvo is looking to launch a bespoke service for customers who want more luxury or unique interior or exterior treatments on their cars.

Although the plan remains under discussion, customer appetite for high-end Volvos became clear when First Edition Volvo XC90s, priced at £68,000 in the UK, sold out within 48 hours despite being available in only one colour and trim option. Now, Volvo says it sees increasing demand from high-end customers who want to customise their cars.

“Work is ongoing to see what opportunities are there,” said Iain Howat, Volvo UK’s head of product. “If we do something, it would be more along the lines of what we did with the Volvo XC90 Excellence concept. But we have to get the basics of our range right before we start playing.

"There are very active discussions and various mock-ups have been made based on the Concept 26 interior [seen at the recent Los Angeles motor show] which look very close to production.”

After launching the XC90 and S90 this year, Volvo is planning to overhaul the rest of its range in the next four years. It is also planning to expand its Polestar range, possibly utilising electric power to improve performance.