The V60 CC starts at $54,800 which is roughly on par with the legions of compact and midsize luxury SUVs that are its only real competition.Matt Bubbers/The Globe and Mail
Volvo, Sweden’s last big car company, is in trouble and that’s bad news for loyal fans of its station wagons. They’ve already started disappearing from the company’s showrooms and soon only one model will be left.
Blame Americans – and not just for falling in love with SUVs and kicking station wagons to the curb. Volvo’s current problems have much to do with the chaotic U.S.-led trade war and the slowing rate of EV adoption.
Volvo planned to be an electric-only automaker by 2030 but abandoned that target last year. Making matters worse is that Volvo is among the most tariff-exposed European automakers. All but one of its cars (the U.S.-built EX90) are made in Europe and therefore subject to hefty U.S. tariffs. While Volvo can import cars to Canada without additional fees, the much bigger prize is obviously the U.S. market.
The company’s meticulously boxy designs always had a whiff of tweed-jacket-with-elbow-patches.Matt Bubbers/The Globe and Mail
The company announced some major changes in recent months to cope with the growing geopolitical complexity. In late March, Volvo ousted its chief executive officer Jim Rowan, who lasted roughly three years, and brought back former CEO Hakan Samuelsson. The board said in a release that it believes the company is “best served by leadership with deep industrial experience, deep knowledge of our group, and a proven ability to execute in challenging environments.”
Weeks later, Volvo withdrew its earnings forecast, announced a plan to cut costs, restructure its U.S. operations and cozy up to Chinese parent company Geely to find efficiencies.
All the belt tightening at Volvo doesn’t bode well for the future of its niche station wagons in the U.S. and, by extension, in Canada. And that’s a shame because, for decades, Volvo has been a consistent, reliable source of station wagons – even as their popularity waned.
The Volvo P220.Courtesy of manufacturer
Volvo’s boxy designs always had a tweed-jacket-with-elbow-patches look about them, but that became part of the appeal for nostalgic millennials. There was something fashionable in the resolutely unfashionable design of Volvo’s older wagons.
Volvo 200 SeriesCourtesy of manufacturer
Jan Wilsgaard, a designer at Volvo from 1950 to 1990, presided over most of the company’s now-classic wagons. He never chased trends. His frequently cited quote, “There is often beauty in functionality. Natural, uncomplicated solutions based on sound common sense are often the most attractive ones as well,” should be enshrined at company headquarters.
The Volvo 850 T5 R from 1990 to 1991.Courtesy of manufacturer
His words apply to Volvo’s modern wagons as well. But sadly, they’re already dying off. Volvo quietly cut two wagons from its lineup recently – the regular V90 and V60. The full-size V90 wagon was among the best-looking new cars on the market.
Unlike most other new car designs, the V90 wasn’t trying to be aggressive or sporty. The cabin was clean and elegant, not to mention downright palatial. Sure, the infotainment system could be laggy and there was a steep learning curve. The V90’s steering felt lifeless and, no matter what engine was under the hood, it wasn’t a fun car to drive quickly.
Despite all that, the V90 was, for me at least, always among the most desirable new cars on the market.
The smaller V60 never reached the same heights. I could never get over why Volvo’s engineers chose to make this distinctly un-sporty station wagon ride like a sports car. It was just too stiff. But being at least $10,000 cheaper than the V90, it was always appealing.
That leaves two wagons: the jacked-up SUV-adjacent versions of the V60 and V90 that carry the overly aspirational Cross Country moniker.
But wait, there’s more bad news. A spokesperson from Volvo Car Canada confirmed V90 Cross Country production will end this year. Since its arrival in 2016, the V90 CC has had a spot on my personal running list of the best new cars on the market.
At $70,550, it’s definitely a luxury car, but the high price is its only serious fault. The Cross Country’s added ride height made it easier to drive over ice-encrusted streets in winter and gave the ride some extra cushion.
The Volvo didn’t try to do too much; it was content being a nice, practical family car, distinguished by the fact the people who made it clearly put thought into every minor detail.
The same can be said of Volvo’s last remaining wagon, the V60 Cross Country. If you go to Volvo’s website, you have to dig to find it. It’s practically hidden, but it’s still there, for now.
The V60 CC starts at $54,800, roughly on par with the legions of compact and midsize luxury SUVs, which are its only real competition. (For reference, the BMW’s X3 starts at just under $63,000 while the smaller Lexus NX comes in at $54,155.)
Compared to its big brother, the V90, the V60 CC’s cabin feels slightly claustrophobic. The centre console and dashboard loom large. Despite that, the V60 still lacks useful centre console storage; two cup-holders and Volvo’s large crystalline gear shifter take up most of the space.
Apart from those minor gripes, the luxurious cabin is a lovely place to be. The hatchback trunk is, as you’d expect, more than capable of swallowing giant strollers and suitcases with ease.
The trunk of the V60 CC is more than capable of carrying strollers and suitcases.Matt Bubbers/The Globe and Mail
What’s it like to drive? The Cross Country is much better suited to broken city pavement than the standard V60 was. It’s not a plush ride, but comfortable enough at low speeds and a real kilometre-crusher on the highway.
The steering is lifeless (as expected) and the only remaining engine option is a modest four-cylinder hybrid with 247 horsepower and 288 lb-ft of torque that gets the job done – but only just. (The engine is arguably a downgrade from the brilliant turbocharged and supercharged four-cylinder originally available on the V60.)
The V60 CC’s cabin feels slightly claustrophobic and the centre console and dashboard loom large.Matt Bubbers/The Globe and Mail
Issues of steering feel and extra power tend to bother car critics, but for daily commutes and those shuttling a family around, the V60 CC is (still) an excellent all-around choice.
Aesthetically, make up your own mind, but for my money it’s cooler looking than any SUV anywhere near the price. But, I admit, station wagons are an acquired taste.
It’s not clear how much longer Volvo’s last wagon will survive. The V60 arrived in 2018, and given the typical seven-year product lifecycle, it’s due for retirement.
With Volvo’s current troubles – cost-cutting, EV uncertainty and tariff woes – creating an all-new wagon is likely not the priority.
That would be a mistake. Without a station wagon, Volvo will not only alienate many of its loyal customers but also risk losing its brand identity and becoming lost in the overcrowded luxury car market. Amid the chaos he inherited, hopefully Volvo’s reinstated CEO understands that.
The rear seats of the smaller V60 Cross Country.Matt Bubbers/The Globe and Mail
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