Volvo EM90: Sales Figures Disappoint Massively

In 2026, Volvo has sold only 100 units of its all-electric MPV, the EM90. The vehicle was originally marketed as a "living room on wheels" and was intended to strengthen Volvo's position in the premium segment of the Chinese market. However, the sales figures indicate that the model has not achieved the expected success. The EM90 was specifically developed for the Chinese market and is currently available only there. Volvo positioned the model as a premium van that should offer a top-level driving experience.

The marketing strategy emphasized comfort and space for family, friends, and professional use. The sales figures were published by the platform Carup, which describes the EM90 as Volvo's biggest model flop in recent times. The low sales figures may partly be attributed to its close technical relationship with the Zeekr 009, a model from the Geely Group that is based on the same platform. Although Volvo has given the EM90 its own design and customized interior, the concept of "badge engineering" has been criticized. This strategy, where an existing model is sold under a different brand with minimal changes, has rarely led to significant success in the past.

Despite the disappointing sales figures, Volvo plans to continue developing new models based on Geely Group technologies. An example of this is the new XC70, which is also designed for the Chinese market and is based on a shared technical platform. The challenges facing the EM90 are not only due to competition in the electric vehicle market but also to the specific requirements and preferences of Chinese consumers. These factors could significantly influence the model's acceptance. Volvo Cars has previously emphasized that the development of electric vehicles plays a central role in the company's strategy.

The brand aims to achieve full electrification of its model range by 2030. The weak sales figures of the EM90 could also impact Volvo's future product strategy. Analysts are watching how the company responds to market feedback and what adjustments are made to enhance competitiveness. The sales figures of the EM90 up to July 27, 2026, are an indicator of the challenges Volvo must navigate in the rapidly changing automotive market. The brand is under pressure to find innovative solutions to increase demand for its electric vehicles. Volvo Cars has announced that the next model series based on the Geely platform is set to launch in 2027.