Smell, sound and sight all targeted

Volvo has cranked up the luxury in the S90 sedan, adding an "industry-first sensory experience" to the already sumptuous S90 Excellence.

Set for a Beijing motor show debut, the S90 Ambience relies on a smartphone app to control seven visual themes, which in turn sync with sound and scent systems to deliver a unique experience.

Just like Rolls-Royce and its LED-lit night sky headliner, Volvo has turned to roof lighting for the Ambience, allowing owners to select from Northern Lights, Scandinavian Forest, Swan Lake, Archipelago and Rain patterns.

Synchronised audio plays through the standard Bowers and Wilkins stereo, complete with small tweeters in the headrests.

Oh, and there are four unique scents to match the different modes – although Mercedes-Benz has a fragrance diffuser in the S-Class, the Ambience offers a kind of smell-based experience we've never seen (or sniffed) before.

“We’re known for our human-centric approach to design and as an industry leader in advanced safety technology,” Robin Page, head of Volvo Cars design, said.

“Ambience reinforces this and shows our broader focus on human care, which starts with safety and also extends to general well-being," he continued, drawing an ever-longer bow in the process.

Although it's only a concept at the moment, Volvo wants to roll the Ambience option out on S90 Excellence vehicles in China.

Revealed for China in November 2016, the Excellence features two rear seats and a single front seat, making room for a footrest, fold-out desk and bespoke infotainment system.

All those features are, as you may have gathered, aimed at wealthy Chinese buyers who prefer being driven to sitting behind the wheel.