Volvo, a brand long associated with sturdy and stylish wagons, may soon abandon the body style entirely in favor of SUVs and high-riding sedans. As the company shifts toward profitability and streamlined production, CEO Jim Rowan has hinted that wagons might not fit into the brand’s long-term plans.
Wagons have been a Volvo signature for decades, but shifting market demands and production limitations are making them less practical. According to Volvo CEO Jim Rowan, the rising popularity of SUVs and higher ride-height vehicles has changed consumer preferences, leaving traditional wagons with a shrinking audience. At the recent reveal of the new ES90 electric sedan, Rowan acknowledged that the company’s limited production capacity makes it harder to justify multiple body styles.
Volvo’s "8x8" strategy aims to introduce eight new models over the next eight years, focusing on electrification and hybrid technology. However, the CEO admitted that the plan might shrink to a "7x7" lineup, potentially leaving wagons out of the equation. Instead, Volvo is investing in models that blend wagon practicality with SUV-inspired design, such as the ES90, a lifted hatchback that offers more cargo space and higher ground clearance than a traditional sedan.
With wagons potentially fading out, Volvo’s lineup will be dominated by SUVs and high-riding sedans. The company’s upcoming models include:
That leaves one spot open in the eight-model plan, which could be filled by a smaller sedan or hatchback rather than a traditional wagon. Volvo executives believe that simplifying production by reducing unique body styles will cut costs and increase efficiency.
While Cross Country models, Volvo’s lifted wagons, will remain available in the U.S. for now, updates may be limited to minor styling tweaks rather than full redesigns. Instead of developing completely new wagons, Volvo seems to be focusing on SUVs and crossover-style vehicles, favoring cost-effective updates like lift kits and trim changes over entirely new body designs.
If this shift continues, Volvo’s legacy of iconic wagons may soon become a thing of the past, making way for a new era dominated by SUVs and high-riding sedans.
Started my career in Automotive Journalism in 2015. Even though I'm a pharmacist, hanging around cars all the time has created a passion for the automotive industry since day 1.
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