Welander carried on saying that the moment was right for Volvo Cars to sit down and work on reinventing its brand image. He admits that during the Ford years, a lot of energy had been lost around the Volvo brand. The company therefore began by repositioning its product offering so that Volvo Cars could continue being qualified as a premium brand. This involved upping every aspect of the vehicles, such as build quality, technology, powertrains, driving dynamics and design. And it was all done at Volvo while Geely signed checks. Welander allured to the second-generation XC90 as being a sort of renaissance moment for Volvo. It's a vehicle he qualifies as having been ahead of its time.