- Limited resources mean Volvo may skip redesigning its wagons, according to CEO
- To boost sales, Volvo may introduce new variants of other body styles
- Current V60 and V90 wagons may live on with updates
There was a time when Volvo was widely recognized as a station wagon brand, especially in the latter part of the past century thanks to models like the 240, 740, and 850 wagons, which have almost taken on iconic status.
In recent decades, SUVs have encroached into wagon territory, with most on sale today essentially wagons with a little extra ride height. The move has been market-led, and with buyers eschewing traditional wagons in favor of SUVs, even Volvo is now considering a future without a wagon in its lineup.
The information was revealed to Autocar by Volvo CEO Jim Rowan, in an interview following the March 5 reveal of the ES90 electric hatchback.
He said Volvo is limited by resources, so renewing relatively low-selling models like the V60 and V90 wagons is hard to justify. He also said the ES90, with its hatchback design, helps bridge the gap between traditional sedans and SUVs where wagons currently sit.
Jim Rowan
“We’re a reasonably small company with limited resources,” he said. “We’re making very conscious choices about where we want to play the game and where we’re differentiated.”
Rowan said that it would be more cost-effective for Volvo to grow its sales by introducing new versions of its existing models, like the Black Edition version of the XC60 or the new Cross Country version of the EX30.
“It’s much, much cheaper and much more cost-effective for us to drive more volume through that same platform and that same form factor,” he said.
Volvo has already started discontinuing its wagons in many markets. The standard V60 and V90 wagons are no longer available in the U.S., but Cross Country versions of both are still available. The automaker hasn’t indicated how long both models will stick around, though they may continue on for years with updates, similar to how the XC90 and XC60 were both updated.
