Volvo has more or less accidentally discovered that it’s an SUV company.
Perhaps that shouldn’t be a surprise, given that it’s a car maker founded on the virtues of strength and stability, but where once it was famed for its blocky, spacious estate cars, today those have given way to more dynamic-looking saloons and estates and the values of spaciousness and pragmatism are instead found more in its SUVs, the Volvo XC40, XC60 and XC90.
Which is handy, given that 4x4s, crossovers or anything with a hint of rufty-tufty will likely find itself as one of the faster-growing and more profitable market segments there is. Whether by good fortune, design, or most likely a combination of the two, with Volvo and SUVs it’s very much a case of ‘right place, right time’, and the brand certainly isn’t letting this moment pass it by.
Having long offered a Volvo Volvo XC90 and Volvo XC60 but benefiting from a vast and rapid range renewal under Chinese owner Geely, Volvo has an SUV range that now accounts for more than half of all the cars it sells: the benchmark at which it accepts it is primarily a maker of 4x4s.