In a significant move reflecting its global shift towards electrification, Volvo has quietly pulled the plug on its premium sedan, the S90, in India. The model has vanished from the official Volvo India website, signaling the brand’s strategic exit from combustion-engine sedans in the market.
Why Volvo Discontinued the S90 in India
The decision stems from a combination of low sales performance and broader company objectives. Despite its status as Volvo’s flagship sedan, the S90 struggled to gain traction against formidable rivals like the BMW 5 Series, Mercedes-Benz E-Class, and Audi A6. Introduced in India at a starting price of ₹68 lakh (ex-showroom), the S90 featured an elegant Scandinavian design and advanced tech—but even that wasn’t enough to drive strong sales in a price-sensitive luxury market.
Meanwhile, international challenges added to its woes. The S90 is manufactured in China, and escalating import tariffs—particularly affecting exports to North America and beyond—further eroded its global competitiveness. For Volvo, continuing to push the S90 in such conditions made little strategic sense.
Volvo’s EV Strategy: Enter the ES90
Volvo isn’t abandoning the segment entirely—it’s simply rewriting the playbook. The Swedish automaker is now preparing to introduce the Volvo ES90, a fully electric luxury sedan poised to take over where the S90 left off. The ES90 will mark Volvo’s bold step toward a zero-emission future, aligning with the company’s global goal to become an all-electric carmaker by 2030.
This shift also mirrors a broader trend in India’s premium car space, where luxury EVs are gaining ground. Models like the Tesla Model 3 (expected to enter the Indian market soon) and BMW’s i-series have signaled growing interest in clean mobility among affluent buyers. Volvo aims to be a key player in this emerging niche, leveraging its reputation for safety, design, and eco-conscious innovation.
For now, the discontinuation of the S90 marks the end of an era—but it’s also the beginning of a bold new chapter for Volvo in India. With the ES90 on the horizon, the brand is doubling down on electric vehicles, aiming to stay ahead in an industry that’s rapidly going green.