Volvo is once again planning to axe estate cars from its lineup, turning its back on a body shape that has been part of its heritage for 70 years.
The Swedish manufacturer’s CEO, Jim Rowan, has confirmed the company will focus on SUVs and saloons going forward.
When asked whether he could see a future without a traditional Volvo estate car, Rowan said “yes”, because the market has changed.
This marks a significant shift for a brand that has become synonymous with the station-wagon body style since introducing its first estate in 1953, in the form of the Duett.
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Volvo’s CEO hinted that the brand could phase out estate models from its lineup
VOLVO
Rowan explained that the decision is primarily driven by cost considerations. He said: “It’s expensive to bring different models to the market, and it’s expensive to keep those models in the market.
“So we have the Black Editions, we have the Cross Country editions, we now have different editions of the same base car.
“It’s much, much cheaper, and much more cost-effective for us to drive more volume through that same platform and that same form factor.”
This is not the first time Volvo has moved to discontinue its estate models in recent years.
The Volvo Duett was the brand’s first estate car
In August 2023, the company announced it would be axing existing estate and saloon cars from its UK sales range.
Volvo removed the V60 and S60 models from its website, along with the V90 Cross Country models.
At the time, a Volvo spokesperson said the brand needed to “naturally evolve and consolidate” its lineup by prioritising electric vehicles.
Since then, more than six million Volvo estates have been built and sold, and they have become a staple of the brand.
However, in a dramatic U-turn, Volvo announced it would bring back estate models to the UK market less than a year after saying it would stop sales.
The Swedish brand decided to reintroduce the V60 and V90 models in response to renewed interest from drivers.
A spokesperson for the brand said: “When operating in a fast-moving industry, we continually re-evaluate our product portfolio to ensure we have the right mix to serve all our customers.
“As part of this process, it is not uncommon for us to remove certain models or derivatives from sale and reintroduce them later.”
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The Volvo brand has become synonymous with estate models
VOLVO
While estate cars would return, the saloon equivalents – the S60 and S90 – were not expected to make a comeback.
Buyers would have options, including a mild-hybrid petrol engine or plug-in hybrid variants.