Volvo UK caused a stir by confirming that as of now, it is no longer possible to order a sedan or station wagon from Volvo in the United Kingdom. The British market will no longer have access to the S60, V60, S90, and V90 models, as Volvo will exclusively offer SUVs in the region. This move has led many to wonder if a similar trend will unfold in other markets, including Belgium.
Since June, customers in the UK have been unable to place orders for the S90 sedan, V60, and V90 Cross Country. Last month, the same restriction was applied to the S60 sedan and the V60 and V90 station wagon variants. The decision means that Britons can now only choose from Volvo’s SUV lineup.
It’s noteworthy that the mentioned sedan and station wagon models accounted for only 18.8 percent of Volvo’s global sales in the first half of the year. Moreover, these models were all equipped with conventional combustion engines, as Volvo has yet to introduce electric versions of sedans or station wagons.
Looking beyond the UK, Germany is also following a similar path. The S90, V60 Cross Country, and V90 Cross Country will be phased out from the lineup starting from mid-2024, and the traditional V60 will meet the same fate in 2025.
As the automotive industry shifts towards electrification and SUVs continue to gain popularity, Volvo’s decision to focus on SUVs reflects the changing preferences of consumers. It remains to be seen how this strategy will be received in other markets, including Belgium, and what impact it will have on Volvo’s sales and future product lineup.