An early convert to the idea of an all-electrified lineup, Volvo has taken a slightly different tack to most other automakers as it electrifies its product range. Where most would start off with a big and expensive electric vehicle first, it did the opposite, starting out with small and affordable. That means it’s now time for a flagship EV, an all-new three-row SUV called the EX90, which we’ve driven ahead of US deliveries toward the end of this year.
That’s later than Volvo planned, and as you’ll see, some EX90 features have fallen even further behind and will need to be enabled via software update in the future. Because while the EX90 is a good demonstration of a new, tech-forward approach to car design, it’s also the latest example of automakers adopting the “minimal viable product” approach from the tech sector.
Volvo has developed an all-new platform for larger EVs, which the EX90 will share with other brands within the Geely group, notably the Polestar 3 we drove a few weeks ago. The Volvo is a little longer than the Polestar, and unlike the SUV from the upstart startup, the EX90 is a three-row, with seats for either six or seven depending on whether you opt for a bench or a pair of captain’s chairs for the middle row.
Volvo has taken a slightly different tack to most other automakers as it electrifies its product range. Where most would start off with a big and expensive electric vehicle first, it did the opposite, starting out with small and affordable. That means it’s now time for a flagship EV, an all-new three-row SUV called the EX90, which we’ve driven ahead of US deliveries toward the end of this year.
I would argue that they did the exact same thing that a lot of others have done, start expensive then figure out how to scale / lower prices. But Volvo / Geely sold those cars under different brand banners like Polestar and Zeeker.
Also, at least for the US, the ex30 is stuck in limbo since it’s manufactured in China and about to get hit with 100% import tariffs.
Also, I wouldn’t exactly call a car that starts at $53,000 “affordable.” Yes, it’s not the most expensive car by any means and is among the cheapest Volvo sells, but it is 10% more expensive than a 3 series BMW.
The “affordable” seems to have been in relation to the ex30 full EV, which is $35k USD. Pretty low price point for an EV, or a Volvo.
