Volvo S90 Sidelines U.S. Market—But There's More to the Story!

In a move that underscores its global market strategy, Volvo's 2026 S90 sedan will primarily target the Chinese market, leaving American enthusiasts to bid farewell to this model.

S90 Production and Market Dynamics

- Manufacturing Base: The new S90 will be produced in China.
- Sales Focus: China is the priority market due to high demand, with Chinese consumers purchasing S90s at a rate comparable to American XC90 sales.

U.S. Sales and Market Conditions

- Low U.S. Demand: Over the past four years, average annual sales of the S90 in the U.S. have been around 1,800 units—a stark contrast to the monthly sales of the XC90.
- Tariff and Trade Implications: Ongoing tariffs complicate import scenarios further, likely influencing Volvo's decision to focus on China.

European Market

- Moderate Sales: European sales reflect numbers closer to the U.S. than China's, slightly hindered by the vehicle's size on narrow roads.

Options for American Consumers

- V90 Wagon: The wagon variant, particularly the Cross Country, remains available in the U.S. for those craving Volvo's distinctive blend of luxury and utility.
- Electric Future: The upcoming Volvo ES90 electric sedan promises a modern alternative, aligning with Volvo's broader EV strategy.

Summary

The 2026 Volvo S90 is taking a strategic detour to capitalize on booming sales in China, pushing the U.S. market to transition towards electric alternatives. While traditional sedan fans may be disappointed, the continued availability of the V90 and the anticipation for the electric ES90 offer some reprieve.