Volvo Considers Bringing V60 to U.S. Market

It’s hard out there for a U.S.-market Volvo dealer: even as models like the S60 and XC60 gain traction in their segments, a lack of different models have pushed sales lower. The bosses in Sweden have noticed, and may be rushing help to the American outlets, perhaps with a new station wagon.

The wagon in question is the V60. The model based on the S60 never made it to the American market after its 2010 debut because Volvo Cars US didn’t think there was much of a market for a station wagon. After all, sales of the now-defunct V50 were slow.

That may or may not still be true, but Volvo dealers are clamoring for new metal after a rash of discontinued models. Today’s XC90 will be replaced late next year for 2015, which means that the current model is roughly 10 years old. The S40 sedan is gone, as is the aforementioned V50 and the V70. The C70 convertible and C30 hatchback have been discontinued but are selling slowly enough that there’s ample inventory to sell the C30 through June or July and the C70 through Christmas.

That leaves the S60, XC60, XC70, and S80. All four of these cars will receive refreshes this June, which should keep them fresh; outlets are welcoming the refreshed models, but are still pushing for something new, specifically the V60.

As we reported back in January, Volvo has been looking into bringing the station wagon to the U.S. market; Volvo Car Group President/CEO Hakan Samuelsson said “there is a segment…people who have a sedan and want more versatility but the same efficiency.” Automotive News reports that Volvo intends to decide in the next quarter whether or not it will reverse the original decision.

If the V60 is a go for the States, that gives us about a year before the wagon makes it to our shores. In the meantime, Volvo is promising to give dealers a boost with the best pacifier known to man: money. Volvo bosses promise that they’ll boost profit margins between two and three points (from 14 to 16 percent for S80 and XC90; from 14 to 17 percent for S60 and XC60) for dealers that achieve new corporate targets for customer satisfaction. Judging by Volvo’s relatively poor showing in J.D. Power and Associates customer service index and sales satisfaction surveys (towards, or at, the bottom of luxury brands), it seems like a win-win situation. So is Volvo’s decision to boost marketing dollars by 30 percent this year, in hopes of raising brand awareness.

Does the V60 station wagon have a place in the American market? Let us know in the comments below.

Source: Automotive News (subscription required)

highveldlion
As a former owner of 1  760 wagon and four v70 wagons I say bring both the V70 and the v60 to the US. The station wagon is what Volvo is.... My next car willbe either a 2014 XC70 or a 2014/15 V 60 ...... I was so upset when volvo dropped the V70 in 2010 that I have not been in a Volvo showroom since.....Went to Benz instead.....But I dearly miss my 2007 V70....
Fred Munro
sounds like a gr8 idea
tt618
Yes yes yes yes yes yes yes yes!   Make mine a Polestar.
Ala'a Al Haj
*****
Johnny.5sp
As a person who absolutely despises SUV/CUVs but would like to have something big enough to carry stuff without having the ride height of a camel jockey, Yes please bring it.
Christine Sanborn
Still keeping the vw
David Sivertsen-Neale
Christine... :)
Rs Ecole de Conduite
Sublime !!!
dwilken2@att.net
Go for it, and in DIESEL please!
Frankiko Ly
Made in China.
Jason Henske
Very nice, and not some pseudo truck. A nice sporty wad wagon please!
Chris Warren
nice, bring it!
Kyree S. Williams
I'm not going to get my hopes up, but this is quite lovely!
Maciej Aleks Cybulski
Can you say Vibrant Copper T6 R-Design PLEASE!!!!!!!
Godvin Fleming
Can u say Tr5!!!
Tim Lucas
I love the V60!
Matthew Goodman
MUST HAVE!
Martin Meyer
I like it!
Jamie Kitman
You know what I think -- hell to the yeah!
Davis C. Rajtik
Bring it!
Vincent Frillici
Where do I make my deposit?
Kyle MacDermaid
Give us 3 pedals!!

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