Katharina Sachs:
Time to Head Outdoors!

Ms. Sachs, you were the lead exterior designer for the original Volvo EX30. Now, we’re looking at its Cross Country version. How did the decision come about to rework this successful model?

First, it’s always exciting to enhance a vehicle’s character even further. Second, more and more people want to go on weekend trips. And this little car is just perfect for that. With the Cross Country, we wanted to give customers more functionality without requiring them to opt for a larger car.

How beautiful can a functional car like the Volvo EX30 Cross Country be – and how practical must it be?

For us, design can never just be about aesthetics. Every design element we add must always serve a purpose. This aligns with our Swedish philosophy, which follows the principle of "form follows function." Personally, I find this incredibly important as a designer. That’s why you won’t find any meaningless volumes in our cars that I couldn’t explain. With the EX30 Cross Country, on the other hand, I can show you exactly why each element is positioned where it is. Beyond functionality, design elements also need to have an emotional impact.

And what is that emotional impact for the EX30?

It was very important to us that this small car looks powerful, strong, and solid.

How do you achieve that?

For example, by emphasizing the wheel arches. They help make the hood appear lower. This makes the car look more muscular and, therefore, more powerful. The C-pillar was also designed with this idea in mind. It is very strong, giving the EX30 a sense of security. At the same time, it is a striking graphic element that visually locks the roof into place. Every single element is rooted in this concept of strength.

Where is this duality of function and emotion most ideally expressed in the vehicle?

Clearly in the transition from the front section into the headlights and fenders. That’s where everything comes together perfectly to create a cohesive unit. I love that—especially in a small car. A design should be explainable with just a few lines while also offering strong recognition value. In the EX30 Cross Country, this is embodied by the shield at the front, which integrates the sensors, air intakes, and lights in the signature “Thor’s Hammer” graphic.

The EX30 Cross Country is also the first fully electric Cross Country model. How do you view this paradigm shift?

I think it’s a perfect fit. There’s a rule in the outdoor community: "Leave nothing but footprints." Meaning: when you go into nature, you leave nothing behind. Driving a small electric car that produces zero local emissions fits that philosophy perfectly.

Cross Country as a way of life...?

Absolutely! It’s not just about the car—it’s about the entire lifestyle associated with it.

Is that something uniquely Scandinavian?

No, of course not! Here in Scandinavia, we might embrace it more strongly, but the Cross Country lifestyle exists everywhere. Here, we take trips to the nearest lake. In the U.S., you drive out into the desert or to the nearest national park.

Nature and technology are often seen as opposites...

... but I think they go together beautifully. Just look at the interior of the EX30 Cross Country: we’ve used flax fibers here. That adds real value to the car, especially for environmentally conscious buyers. Nature is also a source of inspiration—it always brings warmth, I think. And that translates to the customer experience. Ultimately, design should always be about people first. Beyond that, we also have to consider: how can we develop our product to leave the smallest possible environmental footprint?

A provocative question: wouldn’t it be better to just leave nature alone...?

I’ve been living in Sweden for eight years. When I moved here, it completely changed my lifestyle. People go outside even when it’s cold or rainy. And I’ll hike up a mountain—even when it’s snowing, in the summer! You get to know nature in a completely different way, and it allows you to take a breath and reflect: What is really important? What do I need? What do I want? And that brings me back to my work: What kind of value do I want to offer my customers with a product? Because without added value, a product has no relevance.

So, what is the added value of the EX30 Cross Country?

It allows our customers to experience nature—to explore it without dominating it. Which fits perfectly with our brand’s philosophy: focusing on the essentials, stepping back, and perhaps finding a bit of mindfulness in the process. That would be wonderful!