News">
Stockholm, Sweden – Volvo Cars has announced the permanent cessation of production for the V90, its flagship wagon, beginning this month. The decision signals a strategic realignment towards an increasingly electrified and SUV-focused product lineup.
The End of a Volvo Era
Table of Contents
- 1. The End of a Volvo Era
- 2. Future Volvo Lineup: What to Expect
- 3. The Rise of Electric SUVs
- 4. Long-Term Implications for the Automotive Market
- 5. Frequently Asked Questions about the Volvo V90 Discontinuation
- 6. What is happening with the Volvo V90?
- 7. will the Volvo S90 also be discontinued?
- 8. What Volvo wagons will still be available in Europe?
- 9. Why is Volvo discontinuing the V90?
- 10. What is Volvo’s plan for electric vehicles?
- 11. What factors lead Volvo to prioritize a fully electric lineup over continuing production of teh XC90 and XC60?
- 12. Volvo Announces Departure from Large-SUV Market After Nine Years Ahead of New Model Launches
- 13. The End of an Era: XC90 and XC60’s Role in Volvo’s History
- 14. Why Volvo is Shifting Away from Large SUVs
- 15. What Happens to the XC90 and XC60?
- 16. Implications for Consumers: What Buyers Should Consider
- 17. Volvo’s Future: A Fully Electric Lineup
After nine years in production, Volvo has confirmed that September will mark the final month of V90 manufacturing.Former Volvo CEO Jim Rowan previously signaled this change,aligning with the company’s broader plan to revamp its model range with new electric vehicles,particularly in the popular SUV and crossover segments.
The V90 experienced a brief respite from discontinuation in 2023 when it was temporarily removed from sale in the United Kingdom, only to be reintroduced due to unexpectedly strong customer demand. Despite this brief revival, Volvo has now solidified its decision to discontinue the model.
Future Volvo Lineup: What to Expect
while the V90 is being phased out, Volvo will continue production of the S90 sedan, albeit for select markets in Asia. European consumers seeking a wagon option from Volvo will be limited to the V60.This reflects a continent-wide shift in consumer preferences and a focus on maximizing production efficiency.
Did You Know? Volvo’s decision mirrors a broader industry trend of automakers streamlining their lineups to prioritize high-demand segments like SUVs and electric vehicles.
The automotive landscape is rapidly evolving, and Volvo’s move is a testament to this change. In 2023, global SUV sales accounted for approximately 45% of all passenger car sales, according to data from Statista, demonstrating the meaningful market shift.
| Model | Production Status | Availability |
|---|---|---|
| Volvo V90 | Discontinued (September 2024) | Limited (existing stock) |
| Volvo S90 | Ongoing | Select Asian Markets |
| Volvo V60 | Ongoing | Europe and other markets |
pro Tip: Consider exploring certified pre-owned V90 models if you’re interested in acquiring this vehicle, as new units will become increasingly scarce.
The Rise of Electric SUVs
Volvo is heavily investing in electric vehicle technology, with plans to become a fully electric car company by 2030.This commitment is driving the shift away from traditional models like the V90 and towards a future dominated by electric SUVs and crossovers.The company’s upcoming electric offerings are anticipated to build upon its reputation for safety,Scandinavian design,and innovative technology.
Long-Term Implications for the Automotive Market
the discontinuation of the V90 underscores a critical trend in the automotive industry: the prioritization of market demands and profitability. While wagons retain a loyal following, their overall sales volume pales in comparison to SUVs, making them a less attractive investment for manufacturers.
This shift also highlights the importance of adapting to changing consumer preferences and embracing new technologies. Volvo’s commitment to electrification is a clear indication that the future of the automotive industry is electric, and manufacturers must evolve to remain competitive.
Frequently Asked Questions about the Volvo V90 Discontinuation
What is happening with the Volvo V90?
Volvo has permanently discontinued production of the V90 wagon, starting in September 2024.
will the Volvo S90 also be discontinued?
No, the S90 sedan will continue to be produced, but only for select markets in Asia.
What Volvo wagons will still be available in Europe?
The Volvo V60 will be the only wagon model available in Europe.
Why is Volvo discontinuing the V90?
Volvo is shifting its focus to electric vehicles and SUVs to align with market demands and future industry trends.
What is Volvo’s plan for electric vehicles?
Volvo aims to become a fully electric car company by 2030, investing heavily in EV technology and growth.
What are your thoughts on Volvo’s decision to discontinue the V90? Do you think other automakers will follow suit?
Share your opinions and discuss this news in the comments below!
What factors lead Volvo to prioritize a fully electric lineup over continuing production of teh XC90 and XC60?
Volvo Announces Departure from Large-SUV Market After Nine Years Ahead of New Model Launches
Volvo Cars has confirmed a meaningful strategic shift, announcing its exit from the large SUV segment after a nine-year presence. This decision, revealed on September 3rd, 2025, precedes a wave of new model launches focused on a fully electric future and a redefined brand identity.The move impacts the XC90 and XC60,both popular vehicles in the luxury SUV market. This article delves into the reasons behind this change, the implications for consumers, and what volvo’s future holds.
The End of an Era: XC90 and XC60’s Role in Volvo’s History
For nearly a decade, the volvo XC90 and, subsequently, the XC60, have been cornerstones of the Swedish automaker’s success. The XC90, launched in 2014, revitalized the brand, showcasing a new design language and a commitment to safety. The XC60, following in 2017, further solidified Volvo’s position as a premium SUV manufacturer.
XC90 Sales Figures (2014-2023): Consistently a top seller, peaking in 2019 with over 90,000 units sold globally.
XC60 Sales Figures (2017-2023): Quickly became a best-seller, often surpassing the XC90 in annual sales.
Impact on Brand Perception: These models elevated Volvo’s image, attracting a wider customer base.
However,Volvo’s ambition to become a fully electric car company by 2030 necessitates a streamlining of its portfolio. Large SUVs, with their inherent weight and complexity, present challenges in achieving optimal electric vehicle (EV) efficiency and sustainability goals.
Why Volvo is Shifting Away from Large SUVs
Several key factors contributed to this strategic decision. The primary driver is Volvo’s commitment to becoming a fully electric brand.
Electric vehicle Focus: Developing and manufacturing large electric SUVs requires significant investment and presents engineering hurdles related to battery size, weight distribution, and range.
Sustainability Goals: Larger vehicles generally have a higher carbon footprint, both in production and operation, conflicting with Volvo’s sustainability objectives.
Market Trends: while the SUV market remains strong, there’s a growing demand for smaller, more efficient vehicles, including compact SUVs and crossovers.
Platform Rationalization: Volvo is consolidating its vehicle platforms to reduce complexity and costs, focusing on scalable EV architectures. This means fewer variations and a more streamlined production process.
What Happens to the XC90 and XC60?
Volvo will discontinue production of the current XC90 and XC60 models. However, the names are not being retired entirely. Both iconic names will be reimagined as fully electric successors built on Volvo’s next-generation EV platform.
Electric XC90: Expected to launch in late 2026, the electric XC90 will be a flagship SUV, offering a premium experience with enhanced technology and sustainability features. Early concept designs suggest a more aerodynamic and minimalist aesthetic.
Electric XC60: Anticipated to arrive in 2027, the electric XC60 will target a broader audience, offering a balance of practicality, performance, and affordability.
Continued Support for Existing Models: Volvo has committed to providing ongoing service and parts support for existing XC90 and XC60 owners for at least ten years.
Implications for Consumers: What Buyers Should Consider
The announcement has implications for both prospective and current Volvo SUV owners.
Limited Availability: The current generation XC90 and XC60 are becoming increasingly scarce as production winds down.
Resale Value: Expect potential fluctuations in resale value as the market adjusts to the discontinuation of these models. Though, well-maintained examples may retain value due to their established reputation.
Future Electric Options: Consumers interested in a Volvo SUV will need to consider the upcoming electric models. These vehicles will offer a different driving experience and feature set.
Alternative SUV Options: buyers seeking a large SUV now may need to explore alternatives from other luxury brands like BMW, Mercedes-benz, and Audi.
Volvo’s Future: A Fully Electric Lineup
Volvo’s future is firmly rooted in electrification. The company is investing heavily in battery technology, charging infrastructure, and software development.
EX90 and EX60: Volvo has already launched the EX90 and EX60, fully electric SUVs that preview the brand’s new design language and technological capabilities.
Small Electric SUV: A smaller, more affordable electric SUV is planned for release in 2025, targeting a wider customer base.
* Polestar Synergy: Volvo’s
