- Volvo’s CEO says a future with an estate car in the lineup isn’t hard to imagine.
- The brand will instead focus on different versions of SUVs and sedans.
- This year it’s unveiling five new models and none are of the wagon variety it seems.
Say it ain’t so; the Volvo car is about to join the Dodo in the extinct species hall of fame. Well, to be fair, the V90 has seemed like it was on borrowed time already. What’s new though is that according to CEO Jim Rowan, the future of Volvo doesn’t need a wagon in it. That’s a huge break from tradition considering the brand is well-known for its estate cars.
Read: Volvo ES90 Takes On BMW i5 With More Style And Range
In a recent interview with AutoExpress, Rowan shared the company’s strategic pivot, confirming that the wagon has officially fallen out of favor with the brand. “Bringing new models to market is expensive,” he explained. “It’s much more cost-effective to drive volume through the same platform and form factor.”
Volvo’s strategy is, understandably, to tap into the growing popularity of SUVs. To do so, it’ll focus on offering more targeted versions like the Black Editions and Cross Country trims of its existing models.
The SUV Pivot
Rowan doubled down on the shift, specifically stating that the market has changed in favor of SUVs. While that’s hardly breaking news to anyone following the news, it’s still somewhat surprising to see a brand so well-loved for its wagons be willing to let them fall by the wayside.
Interestingly, the statement comes after Robert Deane, the commercial director of Volvo UK, said that discontinuing the V60 and V90 in 2023 was a mistake. “When you tell a retail customer [estates] aren’t offered, they go off and buy someone else’s,” Deane said. And he’s right, as BMW and Audi are both offering desirable wagons at this point. In fact, this could be part of the reason Volvo’s not eager to battle for the wagon market right now.
Rowan elaborated further, noting that Volvo is deliberately narrowing its focus. “We’re making very conscious choices about where we want to play the game,” he said. “Where we’re differentiating is with SUVs; nice high ride height, very safe – and we think we can protect that beachhead against the competition. It’s much easier than us becoming distracted by too many models.”
More: New Volvo EX60 SUV Makes Surprise Appearance Behind ES90
From a business standpoint, that makes sense. The brand is already planning five new models for 2025, including the recently unveiled ES90 and the new all-electric EX60. Should those all prove successful, who knows? Perhaps this isn’t the last time we’ll see a Volvo estate car but don’t expect a brand new one anytime soon.
