Honestly, we believe Volvo has been one of the best manufacturers of beautiful wagon designs since the first model (the Duett) was introduced in 1953, and that reputation continues to this day.
However, the expertise that Volvo is known for may not be needed in the future.
According to CEO Jim Rowan in an interview with AutoExpress, the future of Volvo will no longer include wagon models; instead, the brand will focus on sedan and SUV models.
This represents a significant shift for a brand widely recognized for its elegant wagon tradition over the years.
Rowan explained that it’s quite costly to introduce different vehicle models to the market and keep them there.
“It’s more cost-effective to drive higher volumes through the same platform and body style,” he said.
With the absence of wagon models, Volvo aims to position its existing SUV lineup with various offerings, such as the Black Edition and Cross Country, which are more tailored for specific customer segments.
Interestingly, this recent announcement comes shortly after a statement from Volvo UK’s commercial director, Robert Deane, who admitted that the decision to stop selling the V60 and V90 models in 2023 was a mistake.
“When you tell customers that a model (wagon) is no longer available, they will start looking for alternatives from other brands,” he added.
Undoubtedly, aside from Volvo, several other manufacturers, such as Audi and BMW, still offer wagon models, even though that market is dwindling year by year.
Further explaining Volvo’s direction, Rowan stated that the company is intentionally narrowing its focus at this time.
“We’re making very conscious choices about where we want to play the game. 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.”
For 2025, Volvo has already planned to introduce five new models, including the ES90 sedan and the upcoming EX60 electric SUV.
One thing is clear: wagons are no longer a priority for Volvo at this time.