UPDATE: Volvo has just announced that the iconic V60 Cross Country will cease production in the United States, marking a significant shift towards an all-SUV lineup. Order books for the last remaining wagon will close in late January 2024, with U.S. production officially ending by April 2024.
This pivotal moment comes as consumer preferences overwhelmingly lean towards SUVs, forcing Volvo to retire its beloved wagon model. The V60 Cross Country’s cancellation follows the earlier discontinuation of the V60 Polestar Engineered earlier this year. Time is running out for enthusiasts to secure their V60 Cross Country, with limited availability at dealerships expected until stocks last.
Volvo, owned by Geely, describes the trend away from traditional wagons as “bittersweet.” While sales figures reveal a stark reality—with only 3,630 V60 Cross Country units sold in the U.S. through November 2023—SUV models are thriving. This transition signifies a broader trend in the automotive industry, as consumers increasingly favor the practicality and style of SUVs over sedans and wagons.
Pricing for the V60 Cross Country starts at $53,495 for the Plus trim, reaching $58,795 for the more luxurious Ultra version. Though the V60 will continue to be available in select international markets, its future remains uncertain as the model approaches its eighth year, making it one of the oldest in its category.
Volvo’s decision underscores a significant shift in automotive trends, reflecting consumer demand over brand legacy. The last remaining wagon, which once defined the brand, is now being pushed aside as the company focuses on the lucrative SUV segment. Though Volvo hasn’t entirely abandoned traditional vehicles, with the S90 sedan still available in select regions, the dominance of SUVs is undeniable.
As the end of an era approaches, Volvo’s move prompts questions about the future of wagons in the marketplace. Will there be a new generation of the V60 or similar models in the future? The company has hinted at the possibility, referring to the V60 CC as “this generation of Volvo wagons,” leaving some hope for loyal fans.
With the automotive landscape rapidly evolving, this transition reflects larger consumer preferences, emphasizing the urgent need for brands to adapt. As Volvo shifts gears towards SUVs, car enthusiasts and loyal customers will need to act quickly to secure the last of the V60 Cross Country before it disappears from U.S. roads forever.
Stay tuned for more updates as this story develops, and don’t miss your chance to own a piece of automotive history.
