In what’s set to be the largest and most ambitious product offensive in its 99-year history, Volvo announced that it’ll launch 13 new cars by the end of 2030. The line-up will consist of 7 models for Western markets and 6 models for China, spread across pure-electric (EV) and hybrid powertrains. Volvo is also aiming to make a few design changes while reducing the over-reliance on touchscreens, with head of design, Thomas Ingenlath saying, “we have to aim for a better harmony, a better balance between the interactions we have with our digital device and the physical interaction."
- New models to include sedans and estates.
- China-only cars will share platforms, tech and supply chain with Geely.
- Western-market models will use existing SPA2 and SPA3 platforms.
- Volvo also plans to rework the on-board user interface.
New Volvo models to include sedans and estates
Chinese models will be co-developed with Geely; US market to get a new electric SUV
Volvo’s new 13-car product offensive was revealed at the brand’s 'Strategy Update' event in Stockholm, where it was announced that there will be separate models to suit different market requirements. Cars bound for Western markets such as the EU, UK and US will be based on the existing SPA2 and SPA3 platforms, running the HuginCore computing architecture.
Volvo will be introducing new sedans and estates to its European portfolio, while a new full-size electric SUV is planned for the American market. The Swedish brand also said that it will be collaborating with parent company Geely for its China-specific models. The exercise will see the two automakers sharing platforms, a dedicated tech stack, and a shared parts and supply-chain ecosystem.
Reworking design cues and the user interface
Upcoming models to integrate updated design elements and a more user-friendly interface
Coinciding with the Swedish brand's 100th anniversary in 2027, Volvo is expected to introduce a new design language through a concept. While no details have been put forth, Ingenlath stated that the brand’s signature ‘Ironmark’ badge and diagonal grille slash will see a reiteration. Meanwhile, drawing parallels with Leica cameras, Ingenlath said that the aim is to strike a better balance between touchscreens and physical switchgear.
“The touchscreen is about flexibility and displaying what you don't need to display all the time. So, use the touchscreen for what it's good for and reintroduce a couple more buttons than what’s offered in today's cars," highlighted Ingenlath. “A function shouldn't live permanently on a screen just because it can,” he continued. However, the design chief was quick to note that this approach could vary based on market preferences. Since digital interactions are more popular in China compared to most other markets, the models that will be sold there could sport a screen-heavy design.
Volvo’s regionalised approach to boost profitability
The brand aims to take advantage of increasing regionalisation to better match customer preferences
Volvo hasn’t disclosed model-wise details based on their target markets yet. However, it said that the plan is to double the brand's market share in the pure-electric (BEV) segment while also offering the new third-generation hybrid powertrains for buyers who are reluctant to go fully electric. “Our showrooms will look very different in 2030. This is our strongest product pipeline ever, tailored to regional needs, and emphasises our ambition to be the leading premium car brand,” Volvo president and CEO Hakan Samuelsson said.
By developing regionally specific models through its ‘Strategy Update’ initiative, Volvo aims to tackle technology restrictions and trade tariffs alongside changing customer preferences. “The challenges for the car industry are immense, but our strategy gives a clear answer to how we adapt to these, and our ambition is to be the leading premium car brand,” Samuelsson said.
Volvo expects to increase the commonality in parts shared with Geely to reach 30 percent, while savings on material costs (apart from additional indirect savings) to hit 5 percent by 2030. Utilisation of existing SPA or shared hybrid platforms means lower investment per car when compared to the previous ‘first-car-on-platform’ launches such as the EX60. The company said that it will also be working on internal efficiency improvements to curb corporate overheads and increase productivity across the value chain. Combined, Volvo aims to push operating profit margins beyond 8 percent.
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