There was a time when the Volvo title was intrinsically linked to boxy station wagons. Even now, point out the Gothenburg model and fanatics would instantly think about both a 240 GL longroof filled with Ikea flat packs or a slammed 850 BTCC touring automobile flying throughout kerbs with Rickard Rydell behind the wheel.
However even Volvo is saying goodbye to all of that heritage, as a result of the times of the Swedish wagon are numbered. Subsequent to the reveal of the brand new ES90 electrical sedan – with the notable absence of an property equal (EV90?) – CEO Jim Rowan was requested by Auto Categorical if he may envision a future with no conventional Volvo wagon, to which he merely replied: “Sure. As a result of I feel [the market has] modified, proper?”
Value is unquestionably an element within the wagon’s culling, with Rowan saying that it’s costly to introduce new fashions and maintain producing them, including that it will be higher (and cheaper) to launch completely different variations of current merchandise.
“We’d like to select: slightly than carry out a [new] V90 for instance, are we higher to place that automobile in a barely completely different manner? So we have now the Black Editions, we have now the Cross Nation editions – we now have completely different editions of the identical base automobile. It’s a lot, less expensive, and far less expensive for us to drive extra quantity by means of that very same platform and that very same kind issue,” he mentioned.
Rowan’s feedback come simply weeks after Volvo’s UK industrial director Robert Deane hinted that discontinuing wagons there – and willingly ceding the market to its German rivals – was a mistake. The corporate ended up reintroducing the V60 and V90 lower than a 12 months later, relenting to resurgent demand. Even in Malaysia, the place the wagon is carefully related to hearses, Volvo Automotive Malaysia continues to promote the V60 – nonetheless CKD regionally assembled in Shah Alam.
However Rowan justified the beloved physique model’s axing, saying that the corporate is “making very aware selections” in relation to market positioning. “The place we’re differentiating is with SUVs – good excessive journey peak, very protected – and we expect we will defend that beachhead towards the competitors. It’s a lot simpler than us changing into distracted by too many fashions.”
Volvo’s renewed deal with producing derivatives of current fashions may give rise to efficiency variants to tackle sizzling BMW M and Mercedes-AMG vehicles. “There may be all the time a distinct segment. The sporty household automobile; there may be somebody who needs to have the flexibility of a household automobile, but additionally the efficiency,” mentioned chief product and technique officer Erik Severinson.
“I feel there are niches inside your core segments the place you are able to do derivatives,” he mentioned. “However you may’t actually fully go into one other sort of…see what I imply?” he mentioned, alluding to completely different physique kinds.
Volvo’s product repositioning is obvious within the electrical ES90 – a fastback sedan-crossover mashup with 5 doorways and a excessive floor clearance. The latter would make constructing a wagon model slightly redundant, as a result of such a mannequin already exists – it’s known as the EX90.
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