For years, rumors have circulated that Volvo would discontinue the V60 and V90. While their departure isn’t entirely shocking—station wagons have been on a steady decline—Volvo CEO Jim Rowan has now made it official: the brand's future no longer includes wagons. For a company that built much of its reputation on these models, this marks a major shift.
In a recent interview with AutoExpress, Rowan confirmed Volvo’s strategic move away from station wagons. “Developing new models is expensive, and it’s more cost-effective to focus on vehicles built on shared platforms and dimensions.”
Simply put, Volvo is doubling down on SUVs, capitalizing on their growing popularity. To stay competitive, the company is refining its lineup with more specialized editions, like the Black Edition and Cross Country variants.
Rowan emphasized that the market has shifted overwhelmingly toward SUVs. While it’s true that station wagons are selling less than before, it’s still surprising to see Volvo—a brand once synonymous with wagons—walk away from them entirely.
Interestingly, Volvo UK's commercial director previously admitted that discontinuing the V60 and V90 in 2023 was a mistake. “When you tell customers we no longer have a station wagon, they turn around and go elsewhere.” After all, BMW, Audi, and Mercedes-Benz continue to offer wagons, suggesting there’s still a market for them. But for Volvo, the focus has changed.
Rowan further explained that the company is streamlining its product lineup. “We carefully choose our direction. Our strengths lie in SUVs, higher ride heights, and safety—these keep us competitive without spreading ourselves too thin.”
From a business perspective, the move makes sense. Volvo plans to launch five new models in 2025, including the recently unveiled ES90 and the fully electric EX60. If these models succeed, perhaps Volvo will reconsider wagons in the future. But for now, they’re gone—and they won’t be coming back anytime soon.
Adrian is an Editor. Psychology graduate with over 4 years in the automotive industry, 3 in front of the camera. Occasionally seen at his family owned tyre shop. He will only buy cars that pass the big bottle test.
