Volvo has backtracked on its decision to discontinue station wagons in the UK, admitting that the move cost them loyal customers who switched to competitors.
Two years ago, Volvo UK stopped selling the V60 and V90 estate models, citing a shift toward electric cars and SUVs.
The decision sparked massive backlash from Volvo enthusiasts and, as it turns out, resulted in significant customer losses.
Robert Deane, sales manager for Volvo UK, now acknowledges that dropping station wagons was a mistake.
Many customers, who had relied on Volvo for practical and stylish estates, turned to competitors like BMW, Audi, Mercedes, and Volkswagen, which collectively sold 4,353 wagons in the UK last year.
"We discussed the possibility of bringing back station wagons. When I saw that customers wanted them back, I took action," Deane told Auto Express.
Bringing Back Estate Models
In response to the customer exodus, Volvo UK reversed its decision and sought approval from headquarters to reintroduce station wagons.
One key factor in securing approval was police fleet orders, which never stopped despite the consumer market shift. With those contracts still in place, it was easier for Volvo to justify relaunching wagons for the public.
Today, three Volvo estate models are set to return to the UK. However, in other markets, the availability of wagons remains uncertain.
