CEO Jim Rowan states that SUVs have greater sales potential, making estate models less necessary.
It’s official — Volvo’s iconic wagons are nearing extinction. The V90, once a symbol of the brand’s heritage, has long been rumored to be on borrowed time. Now, according to Volvo CEO Jim Rowan, the company no longer sees a future for estate models, choosing instead to prioritize SUVs.
In a recent interview with AutoExpress, Rowan confirmed that Volvo is shifting its focus away from wagons, citing higher profit potential and demand for SUVs. “Introducing new models is expensive,” Rowan explained. “It’s more cost-effective to drive volume through the same platform and body type.” This strategic pivot comes as no surprise, considering the booming popularity of SUVs in global markets.
Despite this shift, some insiders believe Volvo may be abandoning a loyal customer base. Robert Deane, Volvo UK’s commercial director, previously admitted that discontinuing the V60 and V90 in 2023 was a misstep, stating, “When customers find out we no longer offer estates, they end up buying from competitors.” With brands like BMW and Audi still offering sought-after wagons, Volvo’s decision is already sparking debate.
Nonetheless, Rowan is firm on Volvo’s direction. He emphasized that the brand is now focusing on “high-riding, safe, and competitive SUVs” to maintain market dominance. Models like the newly unveiled ES90 and upcoming EX60 are expected to lead the charge, further solidifying Volvo’s transition.
While there’s still hope for a future Volvo estate, for now, the brand is clearly betting big on SUVs — leaving its iconic wagons in the rearview mirror.
