UPDATE: Volvo has just announced that it will cease production of the last remaining wagon in the United States, the V60 Cross Country, by April 2024. The order books for this model will close by late January, marking a significant shift towards an all-SUV lineup as consumer preferences have overwhelmingly favored larger vehicles.
In a decisive move, Volvo recognizes that the traditional wagon market has dwindled, with the company stating that customers “overwhelmingly prefer SUVs.” The decision to discontinue the V60 Cross Country follows the earlier cancellation of the V60 Polestar Engineered earlier this year, signaling an end to an era for the iconic Swedish brand known for its wagons.
Only 3,630 units of the V60 Cross Country were sold in the U.S. through November 2023, alongside a mere 30 regular V60 models. Even the larger V90 Cross Country managed just 731 sales before its discontinuation. Volvo’s sales figures highlight a harsh reality: the automotive industry cannot sustain slow-selling models.
Consumers still interested in the V60 Cross Country have limited time to act, with prices starting at $53,495 for the Plus trim and $58,795 for the Ultra version. However, even if you find one at a dealer, availability will soon dwindle as production wraps up.
This shift towards SUVs has been described by Volvo as “bittersweet.” While the XC models are performing well in sales, the company reflects on a legacy where wagons were the defining feature of its lineup. The V60 will still be available in other markets, but its disappearance from the U.S. market underscores changing consumer habits.
As Volvo pivots to meet demand, the future of traditional cars remains uncertain. Despite the discontinuation of the V60, Volvo continues to sell the S90 sedan in select regions and is exploring the electric vehicle market with the upcoming ES90, a five-door liftback. However, the growing preference for SUVs raises questions about the viability of maintaining a diverse model lineup.
For those who cherish the legacy of Volvo wagons, this news serves as a poignant reminder of how consumer desires have reshaped the automotive landscape. The V60 Cross Country’s impending exit marks a significant transition, highlighting the urgency for traditional car enthusiasts to act fast.
Stay tuned for updates as Volvo navigates this pivotal change in its vehicle offerings.
