← Back to Insights & Resources
Volvo Halifax dealership featuring Solera® glass—the “lantern effect” draws customers in while providing superior thermal performance.
Why Volvo is Replacing the Traditional Glass Showroom
For decades, the automotive showroom has been defined by a fundamental trade-off: use large glass façades to attract customers, but suffer the consequences of a “solar cooker”—excessive heat gain, blinding glare, and massive energy costs. Volvo, a global leader in sustainability, recognized this broken model and set out to find a better way. Their solution is redefining the retail experience.
In April 2024, Volvo Cars Canada announced a strategic partnership with Advanced Glazings Ltd. to integrate Solera® glass technology into select dealerships as part of their VRSE (Volvo Retail Sustainability Experience) program. This groundbreaking collaboration marks a new era of sustainable design, energy efficiency, and an elevated showroom experience for Volvo’s infrastructure across Canada, with plans to expand into the USA and Sweden.
The Problem with the “Glass Box”
Traditional showrooms, with their vast expanses of vision glass, create an environment that is fundamentally at odds with its purpose. Glare makes it impossible for customers to see the true color and finish of the vehicles. Overheating makes the space uncomfortable, shortening customer dwell time. And the energy required to cool these spaces is immense. It’s a model that sacrifices both customer experience and sustainability for curb appeal.
For years, car dealerships have relied on large glass façades to attract customers, but this design choice has historically come with significant drawbacks: excessive heat gain, glare, and high energy consumption. These challenges create uncomfortable environments for both customers and staff, while driving up operational costs and carbon footprints.
A New Category: The Insulated Glass Façade
Volvo’s VRSE program is built on a new category of building material: the insulated glass façade. Instead of conventional acid-etched or vision glass, Volvo is using Solera®, an engineered light diffuser. This technology provides the insulation value of a solid wall—with an R-value of up to R-25—while bathing the showroom in soft, even, glare-free daylight. It’s the end of the trade-off.
How Solera® Changes the Equation
Solera® glass addresses the showroom challenge head-on, offering a revolutionary alternative that dramatically improves the environment without sacrificing sustainability. Unlike traditional glass, Solera® offers superior insulation—boasting an R-value of up to R-25—along with exceptional light-diffusing properties that reduce the need for artificial lighting. This means a dealership can maintain a bright, naturally lit environment while keeping the building cooler in the summer and warmer in the winter, slashing energy costs and enhancing comfort for both customers and staff.
Inside the VRSE Experience
Volvo Richmond showroom: Solera® glass creates a bright, glare-free environment where customers can see the true color and finish of vehicles in natural light.
The New Global Standard
The partnership has already resulted in LEED-certified dealerships in Richmond and Laval—the first Volvo dealerships in Canada to achieve this prestigious certification—setting a new benchmark for the industry. The “lantern effect” created by the diffused light makes these showrooms stand out, drawing customers in while providing a comfortable, premium experience inside.
LEED CERTIFIED
LEED CERTIFIED
The Lantern Effect: Day and Night
Left: Volvo Halifax. Right: Volvo Richmond (LEED-certified). Solera® glass provides visual appeal and thermal performance day and night.
A Win-Win for Dealerships and Customers
The benefits of Solera® glass are multifaceted, impacting both the operational efficiency of Volvo dealerships and the overall customer experience. For dealerships, Solera® glass lowers capital costs by reducing the need for larger HVAC systems, which are traditionally required to manage the intense heat generated by regular glass in sunlight. The glass’s superior insulation values also contribute to lower heating and cooling costs, creating operational savings that improve the dealership’s bottom line.
The ability to maintain a “lights off in the daytime” environment, made possible by Solera®’s exceptional light diffusion, adds another layer of savings and sustainability. Dealership staff benefit from a more comfortable working environment, as Solera® glass eliminates glare and creates a thermally balanced space that enhances productivity and well-being.
For customers, the advantages are equally compelling. Glare, often a significant issue in glass-heavy showrooms, is virtually eliminated with Solera® glass, allowing customers to view cars in natural light without the discomfort of harsh reflections. This ensures a more accurate representation of a car’s color and appearance, reducing the chances of surprises when customers take their vehicle home.
Customers can view vehicles in their true colors thanks to Solera®’s diffused natural light—no glare, no harsh reflections.
See the Volvo Halifax VRSE Dealership
Industry-Wide Recognition
This partnership has been featured in major publications across the automotive, construction, and glass industries, validating the shift towards more sustainable and human-centric retail design. The collaboration between two Canadian companies—Advanced Glazings Ltd., based in Nova Scotia, and Volvo Car Canada—demonstrates the country’s leadership in pushing the boundaries of retail and sustainability innovation.
Redefining the Future of Retail Spaces
The interest in and use of Solera® glass reflects a broader shift across industries toward more sustainable, energy-efficient buildings. With its advanced daylighting and insulation capabilities, Solera® is well-positioned to become the standard for retail environments, where large glass façades are a key design feature.
As the automotive industry continues to evolve, Volvo’s work with Advanced Glazings Ltd. offers a blueprint for how sustainability and innovation can not only coexist in the retail space but also optimize business performance and human comfort. Through the integration of Solera® glass, Volvo is not only improving its environmental impact but also redefining the customer experience in a way that is as aesthetically pleasing and business-friendly as it is sustainable.
The future of automotive retail: sustainable, comfortable, and designed for humans.