Volvo EM90: Sales Figures Disappoint Massively

Volvo has sold only 100 units of its all-electric MPV, the EM90, in 2026 so far. The vehicle was originally presented 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 have fallen far short of the company's expectations. The EM90 was specifically developed for the Chinese market, which is its only sales territory. Volvo had promoted the model as a new definition of travel comfort, designed to provide a first-class experience not only for drivers but also for all passengers.

Despite these promising claims, the market has not developed accordingly. Analyses from Carup indicate that the EM90 is considered Volvo's biggest model flop in recent times. The sales figures are a clear indication that the vehicle is not receiving the anticipated reception. Experts suspect that the close technical relationship to the Zeekr 009, a model from the Geely Group, plays a role. The EM90 is based on the same technical platform as the Zeekr 009 and shares significant portions of its technology with this sibling model.

However, Volvo has given the EM90 its own design and tailored interior to distinguish it from the competition. Nevertheless, the perception as a modified version of an existing vehicle may have negatively impacted sales figures. The practice of so-called "badge engineering," where a manufacturer sells an existing model under a different brand with minimal changes, has often not led to greater success in the past. Carup notes that this strategy may not have worked for the EM90 either, as reflected in the disappointing sales figures. Despite the weak sales numbers, 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. This strategy shows that Volvo is committed to collaborating with Geely to remain competitive in the challenging market. Volvo Cars introduced the EM90 as part of its strategy for electrification and to strengthen its market position in China. The brand aims to offer a fully electric vehicle fleet by 2030. However, the current sales figures of the EM90 could jeopardize the implementation of this strategy if the trend does not reverse.

The challenges Volvo faces are not limited to the EM90. The entire market for electric vehicles in China is highly competitive, with many manufacturers trying to differentiate themselves with innovative models and technologies. The weak sales figures of the EM90 may indicate that Volvo needs to rethink its strategy to succeed in the premium segment. The sales figures of the EM90 up to the end of July 2026 are a clear indication of the difficulties the company faces in this segment. Volvo will need to carefully consider its next steps to position the brand in a rapidly changing market. The sales figures of the EM90 to date amount to 100 units, reinforcing Carup's assessment of it as Volvo's biggest model flop.