Volvo, widely recognized as the pioneering force behind estate cars, is bringing its beloved V60 and V90 wagons back to UK dealerships. The Swedish automaker has openly acknowledged that removing these models from sale for over a year was a significant blunder.
In an interview with Car Express, Robert Deane, Volvo Car UK’s business operations director, shared a candid insight: “When you tell a retail customer that estates aren’t available, they simply turn to someone else and buy a competitor’s model.” This shift in customer interest created a golden opportunity for brands like BMW, Audi, Mercedes, and even the UK’s top-selling car brand, Volkswagen. The latter saw a notable increase in sales, registering 4,353 estates last year alone.
Volvo made the decision to pull the V60, V90, and the S60 Cross Country from the UK market in the summer of 2023, after noticing a sharp decline in demand. With only five to ten percent of its total sales coming from estates, and a growing preference for SUVs, Volvo chose to focus its efforts on more popular vehicle types. However, the company soon realized that abandoning its iconic estate cars left a significant gap in the market, prompting their swift return to showrooms. Now, Volvo is making a concerted effort to reclaim the estate car space it helped create, offering customers a chance to rediscover the models that first defined the brand’s legacy in the segment.
Volvo’s decision to reintroduce the V60 and V90 wagons reflects the growing demand for practical yet stylish vehicles that offer more versatility than traditional SUVs. The brand’s return to the estate car market comes as part of its broader strategy to reconnect with loyal customers who appreciate the unique benefits of wagons, such as more cargo space and a lower ride height for easier access. With the return of these models, Volvo is also emphasizing its commitment to sustainability, ensuring that these cars offer modern, eco-friendly features alongside their classic design.
As the UK car market continues to evolve, Volvo’s move signals a shift back toward the appeal of the estate car, with customers increasingly seeking options that balance functionality and design. Whether it’s for long road trips, family needs, or simply a preference for the estate’s elegant yet practical shape, Volvo’s wagons are poised to reclaim their place in the spotlight. The message is clear: even in a world dominated by SUVs, there’s still a strong demand for the understated charm and practicality of the estate car.