Can Volvo's Heritage Appeal Save a Dying Segment?

After a few leaked photos, we're finally seeing official pictures of the upcoming Volvo V90. The V90 wagon is scheduled to join the S90 sedan, whose reveal film was released only two months ago, and the currently in-stock Volvo XC90.

Volvo may have an uphill battle to fight with the last installment of this trilogy.

The station wagon segment was once thriving. No family road trip was complete without one. In recent years, however, interest in wagons has faded as crossovers, SUVs, and minivans became the go-to choices for drivers seeking cargo space.

Hakan Samuelsson, CEO of Volvo Cars, thinks that if anyone can bring back the station wagon, it's Volvo. Overseas, the wagon goes by the more genteel name "estate," which fits the luxurious look and feel of the V90. "We have a very strong position in the estate segment. In many people’s minds we are known as the definitive estate brand," Samuelsson asserts.

It's true. The V60 wagon was returned to U.S. markets in 2015 because customers were in uproar to find Volvo dealerships with no new station wagons for sale.

Visit Bridgewater Volvo to test drive a new Volvo in Somerville, NJ.

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