In many ways, Rowan is right. Technology is hugely influential in today’s auto market, from basic economy cars all the way up to the fastest of the fast. Each car makes a point of using technology to show consumers why they should buy. As for Volvo, Rowan said that the brand needs to offer choices for how Volvo models are owned, rather than a traditional cash purchase or lease.

Rowan said he sees potential in subscriptions, which the Swedish automaker already dabbles in, as well as “fractional ownership.” Unfortunately, he doesn’t elaborate on that, but it sounds like Rowan was perhaps referencing leasing, which is one of the more traditional ways into the seat of a Volvo. No matter how these cars are owned by Gen Z, they’ll expect unprecedented levels of tech in them, and it sounds to us like Volvo is ready for it.