Volvo is evaluating a move into the full-size SUV segment in the United States, potentially challenging the dominance of American luxury brands like Cadillac. The company’s CEO, Håkan Samuelsson, confirmed during a recent briefing that discussions are underway regarding a larger three-row SUV positioned above the current XC90.
Demand for Large SUVs Remains High
The decision comes as Volvo reassesses its product strategy, especially for the U.S. and China, where demand for spacious, premium SUVs remains strong. Edmunds data shows a notable trend: 11% of EX90 owners traded up to full-size SUVs – the highest defection rate in the vehicle’s history. This suggests a clear consumer segment Volvo is currently missing.
Geely Tech Could Drive Volvo’s Expansion
Volvo may leverage resources from its parent company, Geely, to accelerate development. Geely’s electric brand, Zeekr, already offers the three-row 9X SUV, which could provide a platform for Volvo’s new model. The Zeekr 9X boasts impressive specs: up to 1,381 horsepower, 236 miles of electric range, and ultra-fast charging capabilities (20-80% in under 10 minutes).
Hybrid Focus
The potential Volvo SUV is expected to be a plug-in hybrid, potentially offering around 100 miles of electric driving. Samuelsson has described the future model as providing an “electric car-like” driving experience with quick acceleration and quiet operation. Volvo will produce the new hybrid at its South Carolina factory, alongside the EX90 and Polestar 3.
Why This Matters
The move signals a shift in Volvo’s strategy to cater to specific market demands. The U.S. appetite for oversized vehicles is unlikely to diminish, and Volvo’s entry could disrupt the luxury SUV landscape. The Zeekr 9X demonstrates that Volvo has access to the technology needed to compete effectively, including advanced hybrid systems and fast-charging infrastructure. If Volvo commits, it could become a serious contender in a segment long dominated by American and German automakers.
