Why Did Volvo Take a $1.2 Billion Hit on the EX90 and ES90?
Volvo’s recent $1.2 billion write-down has left many scratching their heads. What happened to the once-steady Swedish automaker? The answer is a cocktail of tough tariffs, software headaches, and shifting global strategies. Let’s break down what’s really going on—and why it matters for anyone watching the EV race.
How Are Tariffs Impacting Volvo’s Newest EVs?
Tariffs have become the elephant in the room for global carmakers, and Volvo’s ES90 is a prime example. The ES90, a sleek electric sedan designed to rival the BMW i5, was supposed to be Volvo’s ticket into the American luxury EV market. But with the US government slapping a jaw-dropping 247.5% tariff on Chinese-made electric vehicles, Volvo simply can’t make the numbers work. Selling the ES90 in the US would mean losing money on every car—hardly a sustainable business model.
Europe isn’t much friendlier. The EU has begun imposing its own tariffs to shield local automakers from an influx of affordable Chinese EVs. Volvo, with its deep ties to China through parent company Geely, finds itself squeezed on both sides of the Atlantic. Margins are under pressure, and the ES90’s future in Western markets is suddenly murky.
What Went Wrong with the EX90 Launch?
The EX90 was supposed to mark a new era for Volvo—a flagship electric SUV packed with advanced tech and safety features. Instead, it’s become a cautionary tale about the perils of over-promising and under-delivering. The launch was delayed by more than a year, mainly due to software integration issues, particularly with the vehicle’s complex lidar and driver-assistance systems.
By the time the EX90 finally reached showrooms, the buzz had faded. Sales numbers tell the story: just 1,972 units sold in the US during the first half of the year. For comparison, Volvo’s older XC90 and XC60 models each outsold the EX90 in a single month. The result? A significant hit to Volvo’s bottom line and a dent in its reputation for reliability.
Are These Problems Unique to Volvo, or Part of a Bigger Trend?
Volvo isn’t alone in struggling with the realities of global EV production. Tariffs, regulatory hurdles, and supply chain snags have become common headaches for automakers with international ambitions. What sets Volvo apart is the double whammy: heavy reliance on Chinese manufacturing and an ambitious pivot to electrification, both of which have made it especially vulnerable to sudden policy shifts.
Industry analysts point out that other automakers—especially those with less exposure to China—are faring better. Tesla, for example, has diversified its manufacturing footprint, while BMW and Mercedes have hedged their bets with hybrid models and local production in key markets. Volvo’s experience is a reminder that the path to electrification is anything but smooth.
What Is Volvo Doing to Recover and Move Forward?
Despite the setbacks, Volvo’s leadership remains optimistic. CEO Fredrik Hansson has emphasized that the pain of the EX90 launch isn’t for nothing. The company has invested heavily in core computing and electric driveline technologies, laying the groundwork for future models. Hansson argues that these innovations will pay dividends as Volvo transitions to a fully electric, software-defined vehicle lineup.
In practical terms, Volvo is reassessing its volume projections and focusing on markets where it can compete profitably. That means doubling down on Europe and select Asian markets, while keeping a close eye on shifting tariff policies. The company is also streamlining its development process to avoid the kind of costly delays that plagued the EX90.
What Can Buyers and Investors Learn from Volvo’s Experience?
For car buyers, Volvo’s recent troubles are a reminder to look beyond the hype when considering a new EV. Software reliability, after-sales support, and long-term brand stability matter just as much as range or style. For investors, the lesson is clear: global trade policies and supply chain resilience are now as important as product innovation in the auto industry.
The big takeaway? Navigating the EV transition isn’t about perfection—it’s about smarter adjustments. Start with one change this week, and you’ll likely spot the difference by month’s end.