The Volvo S60 Is No More

The Volvo S60, a Swedish alternative to the BMW 3 Series and Mercedes-Benz C-Class, is coming to an end after 24 years in the US. The company confirmed that production of the S60 will end this month to focus on the all-new EX90. The third-generation S60 debuted in 2019 and was the first version of the sedan produced in the US. Despite offering various iterations, the S60 was a slow seller compared to its competitors, with sales hovering around 10,000 to 12,000 units annually.

With the end of the S60, Volvo is making way for the EX90, the automaker’s first all-electric three-row SUV. The EX90 boasts a 111.0-kilowatt-hour battery pack, delivering up to 496 hp and an estimated 300 miles of range in the US. Priced starting at $77,990, production of the EX90 has already begun, making it a highly anticipated model for the brand.

## Evolution of the Volvo S60
The Volvo S60 has seen three generations over the span of its 24 years in the US market. The third-generation S60 debuted in 2019 as the first version produced in the US. The sedan underwent various updates and iterations during its five-year production run, ranging from the base T5 model to the performance-oriented Polestar Engineered variant. Despite its upgrades, the S60 struggled to compete with the likes of the BMW 3 Series and Mercedes-Benz C-Class in terms of sales numbers.

## Reasons for the Volvo S60’s Demise
The decision to discontinue production of the S60 was likely influenced by its lackluster sales performance in comparison to its competitors. With annual sales numbers failing to reach the levels of BMW and Mercedes-Benz sedans, Volvo made the strategic decision to shift its focus to the more lucrative and promising EX90 electric SUV. The market demand for SUVs over sedans may have also played a role in the demise of the S60.

## Introducing the Volvo EX90
The EX90 marks Volvo’s entry into the all-electric three-row SUV segment. With a substantial 111.0-kilowatt-hour battery pack and impressive performance figures, the EX90 aims to compete with other electric SUVs in the market. Priced competitively at $77,990, the EX90 offers a blend of power, range, and luxury that Volvo hopes will attract a broader customer base than the S60 did.

## Impact on the Volvo Brand
The discontinuation of the S60 and the introduction of the EX90 represent Volvo’s strategic shift towards electrification and SUVs. By focusing on electric vehicles and high-demand segments like SUVs, Volvo aims to stay competitive in the evolving automotive industry. The success of the EX90 will be crucial for the brand’s future direction and profitability, as it navigates the transition towards sustainable mobility.

In conclusion, the end of production for the Volvo S60 marks the end of an era for the Swedish sedan in the US market. With the introduction of the EX90, Volvo is looking towards a future driven by electric SUVs and sustainable mobility. The EX90 represents a new chapter for the brand as it adapts to changing consumer preferences and advances in technology.

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