Could Volvo, a brand synonymous with iconic station wagons, be steering away from its heritage? Recent remarks from Volvo CEO Jim Rowan suggest that the days of traditional estate cars might be numbered. At the same time, the Swedish automaker appears poised to rev up its lineup with performance-oriented family cars, offering a silver lining for enthusiasts.
A Farewell to Volvo Station Wagons?
Not too long ago, Volvo discreetly phased out one of its final station wagons in the U.S. market. Now, the future of these beloved low-slung models hangs in the balance. Speaking to U.K. outlets Auto Express and Autocar, Rowan was asked if he envisions a Volvo without estate cars—known as station wagons stateside. His response? A confident “Yes.” He elaborated, “The market has changed, hasn’t it?” This shift reflects evolving consumer preferences and economic realities.
Currently, Volvo offers the V60 Cross Country and V90 Cross Country, rugged lifted versions of its wagons, to American buyers. Yet, the high-performance V60 Polestar Engineered was recently discontinued, and the standard V90 has been absent for some time. Rowan explained the logic: “Developing new models is costly, and maintaining them is even pricier.” Instead of launching a next-gen V90, Volvo is focusing on versatility within existing platforms, like the XC60, with offerings such as Black Editions and Cross Country trims. “It’s far more efficient to boost volume through a single base design,” he noted.
This strategy assumes loyal wagon buyers will transition to SUVs rather than rival brands—a risky bet. Interestingly, Volvo reversed a similar move in the U.K., reviving the V60 and V90 in 2024 after axing them in 2023 due to persistent demand. For now, U.S. fans can still snag the Cross Country duo, but Rowan’s comments cast doubt on future iterations.
Performance Cars: Volvo’s New Frontier
Amid the wagon winding down, there’s hope on the horizon. Erik Severinson, Volvo’s chief product and strategy officer, hinted at exciting developments. “There’s always a niche for sporty family cars,” he told Auto Express. “Some buyers crave versatility paired with performance.” Volvo’s electric lineup already showcases this potential. The upcoming ES90 boasts a whopping 670 horsepower, while the compact EX30 zips to 60 mph in 3.4 seconds with 422 horsepower. These aren’t Polestar Engineered models—yet—but they signal Volvo’s capability to blend practicality with power.
For enthusiasts mourning the wagons, this pivot could deliver thrilling alternatives. Picture a souped-up family hauler that rivals the speed of supercars while retaining Volvo’s signature safety and comfort. Though not explicitly confirmed, the groundwork is there.
What’s Next for Volvo?
Rowan didn’t outright declare the death of station wagons, but the odds of seeing refreshed V60 or V90 Cross Country models in the U.S. seem slim. Volvo’s focus is shifting toward cost-effective SUVs and electrified performance vehicles. The decision makes financial sense—streamlining production boosts profitability—but it risks alienating a niche yet devoted fanbase. Meanwhile, the promise of high-performance derivatives offers a fresh chapter for the brand.
If you’re a Volvo wagon lover, act fast—the V60 and V90 Cross Country remain available for now. Looking ahead, expect Volvo to lean into electrification and speed, potentially redefining its legacy. What are your thoughts on this evolution?
