“Volvo Embraces Swedish Roots to Enhance Safety Standards”
Volvo is reaffirming its commitment to safety and Swedish heritage with the launch of the EX60, a new all-electric SUV. This mid-range vehicle was unveiled at the Artipelag gallery, located 20 kilometers west of Stockholm. The atmosphere was lively, highlighted by a DJ playing music for automotive industry guests.
Leadership Changes and Stock Recovery
Hakan Samuelsson, Volvo’s CEO, rejoined the company in March 2022 following the exit of Jim Rowan. His return marked a turning point, as Volvo’s shares have surged by 40% since then. In contrast, during Rowan’s tenure, the stock had dropped significantly, losing about two-thirds of its value.
Commitment to Electric Vehicles
The EX60, developed and manufactured in Sweden, is a symbol of Volvo’s shift back to its roots. This model boasts an impressive electric range of 503 miles and a starting price of £56,860. Volvo plans to enhance its EV lineup, emphasizing a gradual transition to electric and hybrid models, with a target of 90% by the end of the decade.
- Reaffirmed pledge for all vehicles to be fully electric by 2030.
- Introduced new adaptive seatbelt technology in the EX60, programmed to enhance passenger safety.
- Volvo will keep local production in Gothenburg, countering trends of relocating manufacturing to lower-cost regions.
Innovative Safety Features
Volvo has long been associated with automotive safety, having pioneered the three-point seatbelt in 1959. The EX60 takes this legacy further with an innovative adaptive restraint system. This system adjusts according to the occupant’s size and posture, optimizing protection during an accident.
Additionally, the vehicle can determine if a driver is unwell or has fallen asleep and autonomously pull over to ensure safety. With head-facing cameras and connected internal sensors, the car continuously adapts to provide real-time safety adjustments.
Production Strategy and Market Performance
In a strategic move, Volvo has invested over £800 million to modernize its production facilities in Gothenburg. This investment aims to streamline manufacturing, reducing the number of components required for the vehicle’s chassis.
Volvo’s sales in the UK show promising growth, achieving a record market share of 3.4% in 2025. The company sold 68,700 vehicles, outperforming its competitors including Tesla and Renault. However, the increasing presence of Chinese manufacturers like BYD poses challenges in the competitive landscape.
Looking Ahead
As Volvo navigates the evolving automotive market, Samuelsson acknowledges the need for practical family vehicles alongside their electric push. He hints at the possibility of revisiting traditional designs to meet customer demands.
Volvo remains focused on providing innovative solutions that address consumer concerns, promising to offer automotive options until customers are ready to embrace electric vehicles. This forward-thinking approach ensures that Volvo retains its core values while adapting to the changing market.
