Why Volvo's Wealthiest Customers Drive Station Wagons
The appeal of Volvo station wagons speaks to Scandinavian adventurers and soccer moms alike.
The automaker has come a long way since getting into the station wagon game 60 years ago with the PV445 Duett. Last week the Swedish brand sent a few journalists to Vail, Colorado for the unveiling of the 2017 V90 Cross Country and it wasn't the high altitude that took our breath away-this new model is as luxurious as is it ready for the wilderness.
Though Volvo's most expensive ride is the XC90 T8 Excellence, which starts at $104,900, Lex Kerssemakers, SVP Americas and president and CEO of Volvo USA, says the brand's wealthiest customer base goes for wagons: "Our most affluent customers opt for the wagon because it goes back to the past and I think the sedan is more traditional, and this is out of the box, and those people dare to be a little more out of the box-they feel comfortable to do so," he said.
The new V90 Cross Country isn't sentimental. The design feels like a complete overhaul from past models; trimmed of the suburban family-wagon vibe, it delivers a posh and fluid look. The 2017 V90 is the product of Volvo taking some time to look inward and reconfigure the brand's DNA and approach to the American market. "We've been silent for the past six years in the United States," Kerssenmakers said, "as we believe that we needed more products that are tailored made for the U.S."
The inside doesn't disappoint as the car serves Scandinavian refinement at its best. Porous black walnut trim is met with sumptuous stitching around the steering wheel, and with an optional upgrade you can have seats with massagers and rear-sun curtains. With 8.4 inches of ground clearance, all-wheel drive, and a chassis designed to handle intense road conditions this wagon isn't just for weekend warriors headed to Montauk.
Not just a looker, the car is soaked with safety-focused technology like lane departure warning, driver alert, collision avoidance, and blind spot detection, all of which are in the Volvo's promise to have a "death-proof car" by 2020. Those safety options will provide peace of mind with the optional T6 version of the V90 that will have both a turbo and supercharged 2.0-liter four-cylinder engine that will deliver 316 horsepower and 295 lb-ft of torque.
The new V90 not only appeals to wagon loyalists, but also to those with a distinctive appreciation and expectation of great design in their cars. This customer is not only seeking an off-road element, but a robust statement of their personal style.
The 2017 V90 Cross Country will be available for purchase starting in the first quarter of next year at a base price of $56,295.
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