BREAKING: Volvo has officially announced the end of its last wagon model in the United States, the V60 Cross Country, amid a dramatic shift in consumer preferences towards SUVs. Order books for this iconic vehicle will close in late January 2024, with U.S. production ceasing by April 2024. The time to secure one of these lifted estates is rapidly running out as dealers deplete their inventories.
The cancellation of the V60 Cross Country follows the earlier discontinuation of the V60 Polestar Engineered this year. With just 3,630 V60 Cross Countrys sold in the U.S. through November 2023, Volvo cites overwhelming demand for SUVs as the driving force behind this decision.
Volvo’s transition to an all-SUV lineup marks a significant turning point for the brand, traditionally known for its wagons. The V60 will remain available in other markets, but its presence in the U.S. is now fading. The larger V90 was discontinued globally just months ago, leaving enthusiasts bereft of options.
Volvo’s spokesperson described the trend as “bittersweet.” While the XC models are performing robustly in sales, the brand’s heritage in wagon manufacturing is at risk of being lost. This shift reflects broader trends in the automotive industry where consumer preferences have moved decisively towards SUVs, making it economically unfeasible for manufacturers to maintain slow-selling models.
Why Does This Matter Now? The end of the V60 Cross Country symbolizes a significant cultural change in the automotive landscape. With pricing starting at $53,495 for the Plus trim and escalating to $58,795 for the Ultra version, the V60 represents one of the last opportunities for American drivers to own a Volvo wagon before they disappear from the market entirely.
Volvo’s sales figures tell an urgent story: the S60 and S90 sedans failed to reach four-digit sales figures, with both models having already been retired. The V90 Cross Country sold only 731 units before being pulled from the lineup. In stark contrast, the robust demand for SUVs has made models like the XC60 and XC90 bestsellers, showcasing a clear preference shift among consumers.
For fans of traditional cars, the outlook is grim. While Volvo is not abandoning sedans completely, with the S90 still available in select markets and the new fully electric ES90 set to debut, the future of traditional wagons appears bleak. As the V60 approaches its eighth birthday, it remains one of the most stylish options in its class, yet it faces an uncertain future outside the U.S. market.
What’s Next? As Volvo pivots entirely to SUVs, automobile enthusiasts and loyal customers are left wondering if this will mark the end of an era for Volvo wagons. The company has hinted at the possibility of a next-generation model returning in the future, but no concrete plans have been announced.
The decision to phase out the V60 Cross Country underscores a larger narrative in the automotive industry, where consumer preferences are reshaping the market landscape. As buyers flock to SUVs, manufacturers must adapt to survive, often at the expense of beloved models.
In Conclusion: The clock is ticking for those who wish to own a piece of Volvo’s storied wagon legacy. With the V60 Cross Country’s production ending soon, interested buyers are encouraged to act swiftly. This pivotal moment for Volvo not only affects the brand but also reflects changing trends in consumer behavior, heralding a new chapter in the automotive world.
Stay tuned for further updates as this story develops.
