Volvo is on the cusp of a major transformation, and it's not just about electrification. The Swedish automaker is shifting its focus towards a more practical and comfortable product lineup, with a renewed emphasis on station wagons and full-size SUVs. According to Volvo executives, the brand is poised to take a significant chunk of the market with its all-electric offerings, and the return of station wagons is just the beginning. At the helm of Volvo's strategy is CEO Håkan Samuelsson, who has been vocal about the brand's commitment to expanding its product lineup. In a recent media briefing, Samuelsson emphasized the growing demand for three-row SUVs in the US and Chinese markets, and Volvo is taking notice. The company is currently ramping down production of its V60 and V90, a move that has left many wagon enthusiasts disappointed, but could pave the way for new wagon nameplates in the future. ...
Volvo is on the cusp of a major transformation, and it’s not just about electrification. The Swedish automaker is shifting its focus towards a more practical and comfortable product lineup, with a renewed emphasis on station wagons and full-size SUVs. According to Volvo executives, the brand is poised to take a significant chunk of the market with its all-electric offerings, and the return of station wagons is just the beginning.
At the helm of Volvo’s strategy is CEO Håkan Samuelsson, who has been vocal about the brand’s commitment to expanding its product lineup. In a recent media briefing, Samuelsson emphasized the growing demand for three-row SUVs in the US and Chinese markets, and Volvo is taking notice. The company is currently ramping down production of its V60 and V90, a move that has left many wagon enthusiasts disappointed, but could pave the way for new wagon nameplates in the future.
But it’s not just about the wagon’s return. Volvo is also exploring the possibility of a stretched version of the XC90, internally known as the XC100. This concept, which was initially shown off to retailers in 2020, added seven inches to the overall length and five inches of width versus a 2020 XC90. While details about the XC100 remain scarce, it’s clear that Volvo is serious about its plans for a bigger SUV.
Volvo’s chief commercial officer Erik Severinson has been more cautious in his comments, stating that the company needs to ensure that any new model isn’t too big for other markets. However, this doesn’t seem to be a major concern for Michael Fleiss, Volvo’s chief strategy and product officer. Fleiss has been quoted as saying that the full-size SUV is a style that aligns with Volvo’s core values around safety, and that the brand has a great chance to compete with its fantastic electric system on the SPA3 platform in this kind of car.
The future of Volvo is indeed exciting, and it’s clear that the brand is on a mission to shake up the market. With a wide range of electric and hybrid offerings on the horizon, Volvo is poised to take a significant chunk of the market. Whether it’s the return of station wagons or the launch of a new full-size SUV, Volvo is ready to put its stamp on the industry.
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