Volvo Shifts Focus to SUVs in the UK: S60, V60, and V90 Discontinued

Volvo has made a significant change to its product lineup in the UK, discontinuing all of its saloon and estate cars and exclusively selling SUVs. The Volvo S60 saloon, along with the Volvo V60 and V90 estates, are no longer available to order through the Swedish automaker’s online configurator. However, customers can still purchase pre-configured models from dealer stock.

This move follows the earlier removal of the S90 saloon and the rugged V60 and V90 Cross Country estate models from Volvo’s lineup. The decision to discontinue these models is part of a broader “consolidation” strategy by Volvo, as the company shifts its focus to high-demand segments.

Volvo’s decision to remove the S60, V60, and V90 from sale in the UK is driven by several factors. The company is rapidly transforming its product offerings, moving towards full electrification and adopting new platforms and technologies across its entire range of cars. As a result, Volvo needs to evolve and consolidate its lineup to prioritize fully electric vehicles and make a technological transition.

According to Volvo, demand for SUVs is growing steadily, while interest in their forthcoming fully electric EX30 and EX90 models is strong. On the other hand, appetite for saloon and estate models has significantly declined in the UK. In fact, Volvo’s global sales figures for the first half of 2023 revealed that their most popular car, an SUV, outsold their entire saloon and estate range by nearly 70%.

The S90 was the most popular among the now-discontinued cars, with 23,000 sales over the six-month period. The S60 accounted for 18,000 sales, while the V60 reached just over 16,000. The V90, however, only managed to notch up 7,100 sales. In contrast, the best-selling Volvo XC60 SUV sold a staggering 106,000 units, remaining highly popular even in its sixth year on the market.

With the removal of all saloons and estates from its lineup, Volvo now exclusively sells SUVs in the UK. The current range includes the closely related XC40 and Volvo C40 Recharge, as well as the mid-sized XC60 and the seven-seat XC90.

Looking ahead, Volvo has committed to offering a pure-electric range by 2030, with new EVs set to be introduced at a rate of one per year until then. The new EX30 crossover is expected to launch later this year, followed by the seven-seat EX90 in 2024 and a successor to the XC60 in 2025. While Volvo has not explicitly stated whether it will directly replace its S and V model lines with EVs, CEO Jim Rowan has hinted that lower-slung models will make a comeback.

Volvo’s strategy is to cater to different customer needs and capture as much of the market as possible. While SUVs are currently in high demand, the company recognizes that there are customers who require different types of vehicles. However, Volvo aims to streamline its lineup and focus on segments with the highest demand.

In conclusion, Volvo’s decision to discontinue its saloon and estate cars in the UK reflects its commitment to transforming its product offerings and prioritizing fully electric vehicles. With SUVs gaining popularity and strong interest in their upcoming EV models, Volvo has made the strategic move to exclusively sell SUVs in the UK market. This shift aligns with Volvo’s global sales figures, which demonstrate the overwhelming preference for SUVs over saloons and estates. As Volvo continues to evolve and consolidate its lineup, customers can expect a range of exciting new electric SUVs in the coming years.