But here's the big news: Volvo has ended their estate and saloon line. It's a bold move, one that's sparked a lot of chatter. We wanted to understand how everyone felt about this, so we reached out on our social media platforms. The response was tremendous! So many people chimed in with their opinions and memories. Let's delve into these sentiments, with the highlights captured in a word cloud.
From online feedback, it's evident that many Volvo enthusiasts and customers harbour reservations about Volvo's possible pivot towards SUVs. For many, Volvo estates, exemplified by models like the Volvo V90, stand as a testament to the brand's dedication to spacious, luxurious, and yet utilitarian vehicles. Some have even gone so far as to label this potential shift as a "mistake." Is this sentiment rooted in nostalgia, or are tangible reasons supporting this perspective? Our Motorfinity expert weighs in on this matter:
“Remember how we once loved the charm of estate cars? It felt like home. Now, SUVs are making their mark, but change can be slow and it takes time to fully embrace it especially considering the emotions attached with estates and saloons. We're all getting there, and the roads are starting to tell the tale."
However, the increasing prominence of SUVs must be noticed. Recognising the burgeoning demand, Volvo has opted to focus more on SUVs. Per Volvo's data, their estates and saloons account for less than 10 per cent of their UK sales, whereas their renowned SUVs, such as the Volvo XC40 and XC60, dominate the charts.
A pivotal aspect to weigh in the SUVs vs. estate debate is the evolving lifestyle of consumers. The ruggedness combined with the modern aesthetics of SUVs resonates with contemporary preferences. For a deeper exploration of the differences between SUVs and estates, visit our blog.
The saloon has often been our chosen vehicle from graduation ceremonies to that all-important first date. Its elegance and style have resonated with our proudest moments. For Volvo, its saloons have always carved out a distinct market niche.
From the S60 to the S90, saloon enthusiasts have appreciated these cars. With Volvo's decision to end its Saloon line, imagining Volvo without its iconic saloons feels akin to picturing a library devoid of classic novels.
Based on our campaign results, our respondents believe that saloons are a hallmark of Volvo's identity. The aesthetic and functionality offered by the saloon are closely associated with the brand's overall image.
While estates hold a cherished spot in the Volvo legacy, the saloon has its dedicated fanbase. Volvo's decision to discontinue it is seen by many as severing ties with a core segment of their enthusiasts.
However, despite these sentiments, Volvo's sales figures tell a different story. A decline in market share has nudged Volvo towards a focus on SUVs.
Whether this decision proves beneficial remains to be seen in the coming times.
Volvo's decision to cease production of saloons and estates marks the end of an era.
While some see it as a natural progression towards a more modern line-up, others view it as a misguided step away from what made Volvo special in the eyes of its dedicated customers.