Volvo Car Korea Aims for Rebound with New XC90 and S90, Targets 2,500 Units in Second Half

"Targeting 16,000 Units in Total Sales This Year"
"XC90 Offers Superior Price Competitiveness in Its Segment"

Volvo Car Korea has launched its new flagship models for the second half of the year, the 'XC90' and 'S90', which feature enhanced safety and infotainment functions. The XC90 is a seven-seater sport utility vehicle (SUV), while the S90 is a five-seater E-segment sedan. Volvo emphasized that the XC90, which comes standard with air suspension yet is priced under 100 million won, is particularly competitive.

Yunmo Lee, CEO of Volvo Car Korea (center), unveils the Volvo luxury flagship 'New XC90-S90' on July 2 at Vista Walkerhill in Gwangjin-gu, Seoul. 2025.7.2. Photo by Jinhyung Kang

Yunmo Lee, CEO of Volvo Car Korea, stated at the XC90 and S90 launch event held at Walkerhill Vista Hall in Gwangjin-gu, Seoul on July 2, "With the XC90 and S90 in the second half of the year, we expect to achieve growth close to double digits compared to last year."

He explained, "The imported car market in the first half of this year was challenging due to exchange rate fluctuations and aggressive price positioning by competitors. As of the end of last month, Volvo's domestic sales decreased by 5% compared to the previous year."

However, he expressed expectations that the XC90 and S90 would provide an opportunity for a rebound. Lee said, "For the XC90, we have already met the second-half sales target of 1,300 units through pre-orders and plan to secure additional supply to sell up to 1,500 units. The S90, which has a sales target of 1,000 units, is also receiving a positive response, so we are looking to increase supply to 1,200 units."

If a total of 2,500 units of these two models are sold, the company expects to close the year with annual sales of 16,000 units. If this target is achieved, Volvo Car Korea will record a 6.3% growth rate compared to the previous year (15,051 units). The company also plans to launch the XC60 facelift model and the EX30 Cross Country model in the second half of this year.

Lee added, "We were able to set the most competitive prices in the world by persuading headquarters of the importance of the Korean market and working closely together. In the same premium segment, the Volvo XC90 is likely the only model with standard air suspension priced under 100 million won," expressing his confidence.

Yoonmo Lee, CEO of Volvo Cars Korea (center), is unveiling the Volvo luxury flagship 'New XC90-S90' on the 2nd at Vista Walkerhill in Gwangjin-gu, Seoul. Photo by Kyungjo Noh

The XC90 and S90 are equipped with connectivity features developed in collaboration with Tmap Mobility and feature the next-generation user experience, 'Volvo Car UX.' According to Volvo Car Korea, the new UX, designed based on Qualcomm's next-generation Snapdragon Cockpit Platform, allows drivers to intuitively access information such as music and calls while minimizing distraction. System speed has doubled, and graphics processing speed has improved tenfold.

The 11.2-inch standalone center display, which has a 21% higher pixel density, enhances visibility and convenience. Additionally, for the first time among imported vehicles, the models are equipped with Naver's Whale browser for vehicles, allowing easy access to various online video services (OTT), as well as webtoons and e-books.

This feature is also offered as a free upgrade to existing vehicle owners. Lee stated, "In the fourth quarter of this year, we plan to provide functional upgrade services via OTA to approximately 60,000 Volvo vehicle owners in Korea. Although this is a large-scale project requiring more than 7 billion won in data costs alone, we made this decision based on our belief that existing customers should also benefit."

The exterior design emphasizes a modern and elegant look. Changes have been made to the front bumper, fenders, and bonnet, along with new matrix LED headlights. The interior dashboard uses 100% recycled polyester fabric, and the ambient lighting creates a luxurious atmosphere during nighttime driving.

Both the XC90 and S90 are available as plug-in hybrid (PHEV) and mild hybrid (MHEV) models. The XC90 PHEV model can travel up to 56 kilometers in pure electric mode on a single charge, while the gasoline-based MHEV model delivers a maximum output of 300 horsepower. The S90 PHEV model has an electric driving range of up to 65 kilometers, and the MHEV model produces up to 250 horsepower.