The Volvo Concept C was teased for the first the by the automaker in a new YouTube video released before its debut at the 2013 Frankfurt Auto Show.

"An imminent transformation is underway," says Volvo in the video.

The images in the video shows a completely different looking vehicle compared to the previous model, with a custom-designed bolder grille and LED light clusters.

The letter "C" can also be seen on the vehicle as well.

"When I joined Volvo a year ago, some people described Volvo's design as vanilla," said Thomas Ingenlath, head of Volvo Group design, in the video. "In other words, nice, but not iconic or cutting edge."

As the video ends, the date August 29 appears, seemingly indicated that more details about the vehicle could be released later this week.

While Volvo is probably happy with the direction it's taking, the automaker is also left with the task of attracting those who preferred the simple, classic vanilla vehicle. Ingenlath feels that won't be hard to do.

"I can assure you that the vanilla days are over," said Ingenlath.

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