S90 Bids Farewell

Farewell to the S90

The Volvo S90 is bowing out of the U.S. car market, closing the chapter on a unique presence in the luxury sedan segment. Its departure might not cause a big stir on the sales charts, but it tells a bigger story about how the automotive landscape is shifting, especially with the growing challenges for Chinese-built vehicles in the American market.

Market Challenges

Since 2018, the S90 has been rolling off the production lines in Daqing, China, and it faced stiff competition from the get-go. It never quite took off in the U.S., with only 1,364 units sold last year. The decision to cease its importation largely stems from the hefty tariffs imposed, notably the recent increase to a 125% tax on vehicles built in China. That increase is a substantial spike from the former 25% standard, making the S90’s presence here financially challenging for Volvo.

Volvo wisely opted to steer clear of this tariff battleground. Other carmakers, like Lotus and Audi, are also recalibrating their U.S. strategies in light of these economic pressures.

Driving Experience

Despite these hurdles, the S90 has always maintained a distinct charm. What really set it apart was its Scandinavian design ethos—clean lines, a sleek silhouette, and a warm, sophisticated interior. On the road, it was more of a whisper than a roar, offering a serene and composed driving experience that felt just a bit different from the typical German luxury sedans. It was a breath of fresh air, a car that didn’t try to outglamour its rivals but instead offered a subtle elegance.

Sedan Market

The sedan market is undeniably contracting, and crossovers like the XC90, XC60, and XC40 are taking the lead in Volvo’s sales strategy. With most of its U.S. sales being imports (about 96.8%), Volvo’s adjustments, including cutting incentives across the lineup, are aimed at mitigating the tariff impacts. Global production interlocked with local policies shows how these factors are impacting dealership options quickly and profoundly.

Conclusion

The S90’s exit may not dominate the headlines like the phasing out of American powerhouses such as the Dodge Challenger. Yet, its significance is in how it mirrors current global economic conditions, where policy and pricing dictate market offerings. The S90 departs, leaving behind a memory of sophisticated simplicity amid a dynamic automotive landscape.

Goodbye, S90. You weren’t just another luxury sedan—you were memorable, even if you couldn’t conquer the numbers game.