Volvo News: Volvo Hopes New S90 Steals Sales from German Competitors

[William Maley]

As Volvo gets the S90 ready for its debut at the Detroit Auto Show next week, the Swedish automakers believes the model will be able to compete head-on with the Germans.

 

"It is really important for us to introduce the S90 and to be credible in the segment. It is about the journey we are making as a brand," said Bodil Eriksson, Volvo Cars of North America's executive vice president for marketing to Automotive News.

 

Volvo is aiming the S90 at the likes of the BMW 5-Series and Mercedes-Benz E-Class.

 

Eriksson says the company is expecting to sell between 5,000 to 7,000 S90s in the U.S. this year. The number increases to 15,000 to 20,000 units in 2017, the first full year of S90 sales in the U.S. Most of those sales

 

"It would be one of our most important cars," said Eriksson.

 

But how does Volvo plan to set itself apart from the likes of 5-Series and E-Class? Both models sold almost 50,000 units in 2015. Eriksson said a combination of Scandinavian design and easy-to-use technology are some of the keys to it.

 

Source: Automotive News (Subscription Required)

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[Guest Wings4Life(BANNED)]

I would already consider this Volvo's new fresh classic look.

It will wear well over time.

 

Very handsome and not gawdy, like some luxury makers.

[G. David Felt]

Very Conservative body design. Will appeal to some but not everyone. Be interesting to see how they market this.

[smk4565]

I like the looks inside and out.  But it is still FWD in a RWD luxury world.  5,000 sales in a year?  that is 1 month of the E-class.  I don't seem them stealing much from the Germans.  I think the Volvo product is better than what Acura or Lincoln are putting out though, they should try to steal off them.

[Suaviloquent]

I like the looks inside and out.  But it is still FWD in a RWD luxury world.  5,000 sales in a year?  that is 1 month of the E-class.  I don't seem them stealing much from the Germans.  I think the Volvo product is better than what Acura or Lincoln are putting out though, they should try to steal off them.

 

 

 

Okay, my penchant bloodlust for RWD aside...

 

I can see new AWD systems liked GKN's twin-clutch system winning over a lot of buyers from the RWD crowd.

 

Heck, I know it'll win me over too, because Buick Lacrosse.

 

Gen Y and after buyers don't have the same value attribution. They value luxury as luxury. They don't see RWD as a prerequisite of success, they look more for overall excellence of execution.

 

Whether we like or not, when baby boomers and the rest move on, there seems to be a dystopian future for RWD. But that's just my madness and stupid prediction which I'd be thrilled to be absolutely incorrect.

[G. David Felt]

I like the looks inside and out.  But it is still FWD in a RWD luxury world.  5,000 sales in a year?  that is 1 month of the E-class.  I don't seem them stealing much from the Germans.  I think the Volvo product is better than what Acura or Lincoln are putting out though, they should try to steal off them.

 

SMK you are totally out of touch with the world. FWD/RWD no body cares for the bulk of the world. If they can afford a car they are either a badge snob or just look for an appliance they like to get from point A to B and back. 

 

If they love out door activities, then AWD or 4x4 depending on how they grew up.

 

In the next 10 years as most baby boomers die off, you will have a new group of folks and their penchant for old ways of driving will be very different. 

 

If this auto is built of high quality and hits the right feel and comfort inside, they will steal sales from everyone including your German brands.

[oldshurst442]

Its definitely stately.

 

But its also boring.

Dry.

Like toast with no butter.

 

Reminds me of the bricks they sold from the 1970s and into the 1990s.

Although the roof line aint as square as those, the sides are thick slabbed with no lines or curves.

Dull.

Cold.

There is no intimacy.

 

I take it the C-Pillar wants to mimic  its ancestor, the P1800

 

But this S90 has no soul.

This look maybe good for some types. Its conservative. And I respect that. But...Im a vibrant Greek Boy. A Canadian Greek Boy.  Some Canadians are polite folk...some are rambunctious. I more in tune with being a crazy Canuck. a Greek Crazy Canuck, this car does not work well with me...

 

If I was gonna be into a Volvo sedan...this would be it...

 

 

Its square...but its cool. And its HOT.

[Guest Wings4Life(BANNED)]

The interior is really a stand out here.

 

[regfootball]

long time volvo fans will love this styling direction, and are probably rejoicing.

[Guest Wings4Life(BANNED)]

^

That is probably 8/10 of the decision.

[regfootball]

right.  especially in China too, look at what the Chinese like.....dullness but looks like luxury.