EV pledge backtrucks like other car manufacturers did the same
Volvo has revised its plans to move to electric vehicles completely by 2030. This is because others in the industry have been moving in the same way.
Straight Arrow News
Nine years later, Volvo Cars has canceled the large-scale luxury wagon V90 and V90 cross-country, and said production of these models was over this month.
Rather than the production swing spurred by President Donald Trump’s tariffs, experts say the change is a natural evolution of the automaker’s global strategy.
The decision to terminate production of the V90 and V90 cross-country will be made in accordance with the company’s cycle plan and will not affect other real estate models, according to company spokesman Thomas McIntyre Schultz.
“Volvo Cars has ceased nine years after first showing the cross-country models of the V90 and V90. Production of these models will end this September, but orders have already been closed,” Schultz said in a statement. “Depending on the market, there may be limited availability and we cannot guarantee how long this stock will last.”
According to Stephanie Brinley, associate director of Auto Intelligence at S&P Global Mobility, the change is an evolution of vehicle-type natural products that have historically been played better in the European market. She said the decision to let go of the vehicle makes sense during the additional costs of product development, electrification and tariffs.
“Is it sad that it’s gone? Yes, but this particular generation is aging. As a car age, sales usually slide naturally,” she said. “A car that’s been around for nearly 10 years is less competitive than the one that came out last year.”
By year, sales had risen nearly 65% by year, with 564 vehicles on sale until August 2025. The 2025 V90 Cross Country starts at $68,095.
In the US market, Wagons have not made a significant portion for decades. This century, Brinley said the peak in 2006 was 2.7% of the market. In 2024, Wagons accounted for just 1.1% of US light sales.
Although not at the top of the shoppers’ list, the V90 Cross Country once preceded its time. According to JD Power, the Swedish automaker first launched the V90 as a refresh of the 960 wagon in the 1997 and 1998 model years.
Volvo was one of the first automakers to build the V70 Cross Country, a lifted wagon in 1997, about the same time as Subaru’s Outback.
Twenty years later, Volvo revived the V90 wagon in 2017 as a companion to the 2017 Volvo S90 flagship sedan. However, sales have since slowed down, and the automaker stopped accepting orders from dealers and customers this July.
“This happens when buyers shift. This happens when family wagons leave and people move into sedans, trucks, SUVs,” she added. “What’s happening with Volvo is a more natural market evolution than Volvo made its maker.
Still, if people still want a wagon lifted from a Volvo, the V60 Cross Country is still on the table.
Jackie Charniga covers General Motors for the Free Press. Contact her at jcharniga@freepress.com.
