Volvo Wants S90 To Take On Germans As A Boulevard Cruiser - If So, Shouldn't The REAL Target Be The Japanese?

Volvo was never a top tier premium car - they were second tier premiums that competed with Saab, Lexus, Acura, Buick, Mercury(once), and Audi. Just as Audi has failed to get its large cars to make a dent in the real premiums - Volvo is looking to get more money for their cars - but is not in that selling space.

Since Volvo is all 4 cylinder - they will never compete with the big boys in the true premium space either.

The S/V90 would be best positioned price wise between the C and E Class Mercedes because Volvo is not a premium brand, but a "Buick" level brand.

Volvo is the next SAAB.

The sales failure of the XC90 should have been chilling to them. Yes, the new XC90 sells better than the old one, but it still sells an an embarrassing fraction of the competing German models and that is because its price is $20K too high.

It’s rare that I disagree w/Matt but I do here. The XC-90 is likely selling to a whole new crowd. In this space you have a lot to choose from including the ancient and frumpy GLE (overpriced for the content), the X5 (way too expensive) and the soon to be replaced Q5 Audi (never liked this car). What else am I missing? Toureg? The XC-90 however has a simply stunning interior and the exterior is fantastic yet still a Volvo. It’s different and in the world of "me too!" and "look at me" I think the XC-90 is amazing. I've not driven one and the complex power train is a concern to me on the long term, but it’s a very nice piece and a credible offering. The other cars are all boring especially the GLE. The sedan and wagon, S90 and V90 again, will sell to their loyalists but it will bring new buyers which is their purpose, grow their market. Is the S90 a better car than the new E, I say probably, as for the money it’ll be a better value, especially with the crappy 4 cyl in the E300. Unless next year it comes w/a 6 I'm done w/the E as I want an nice car with leather, good power and a pretty exterior, not a bunch of complex ‘drivers aides” that cost thousands extra. That’s the new E’s claim, the extra cost drivers assistants, not solid, strong, base car, which the predecessor was. And the next offering, the E whatever they'll call it, w/AMG markings and who knows what powertrain, for $70K+ and still not have a leather interior. I say the new Volvo cars will represent something new and fresh. I predict they'll sell well, not the numbers the more "established" marques do, but in respectable numbers, to build a future on. Which is exactly what they are designed to do…

@xjug1987a The sales facts remain. It simply is not selling well enough in a real-numbers context to topple the products of the "Big 3". The Germans own the premium SUV market and Volvo was patently dumb for going after them. Now had they set their sights lower at the Buick/Acura/Lincoln/Lexus level and priced the XC accordingly, it would have been a big hit.

Yes completely agree, but "toppling" I dont think is what they're seeking. Executing and delivering a solid product that is competitive is the plan, IMO. They're making a premium vehicle that will compete with perhaps every thing you've laid out there. I will certainly look at the XC-90 and the S90 for my next purchase. I Seriously doubt I'll even entertain the E300 which I think is lame, a stretched C (which isn't ALL that bad) and if Cadillac had come out with a new CTS that was clearly a stretched ATS and with what 60bhp less than a previous model and only as a 4 cyl the haters would certainly hate.

Cash your check from Volvo.

Teasing.

As for the E Class...it will be what sets the pace yet again.

Still, a 4cyl for the E... and with equipment you'll want $65K? and still no leather... I"m sorry the value is gone for me. I've had 5 E Class and they're not the "cost is no object engineered cars" they once were. There are so many great cars to choose from and for me that 4 is non-starter, esp w/240bhp. They're still as status symbol for sure but I don't see it..

The S90 is designed well inside and out, seemingly with competitive tech and materials, and the engine is well-within the competitive set-- The A6, E300 and 528i are all 4 cyl turbos at this point. When I think of failed entrants in this segment I think of the Acura RLX as the number 1 missed opportunity. Every time a new Acura RL came out we were led to believe it would be the vehicle that finally took Acura sedans into the E Class/5 Series territory, but it never happened. Same can be said for Infiniti and Lincoln.

For Volvo's very first sedan out of the gates after Ford ownership this is fantastic work. These new Volvos have more mass market appeal than the crap they built during the Ford PAG days. The outgoing S80 was a horrible execution of a Volvo sedan off a Taurus platform. Maybe instead, measure success by growth in market share, and not by beating the Germans in sales numbers outright. Overall US Vehicle Sales have started to flatline. Gaining share in a flat market should be the goal, and this car has the goods to do so.