Volvo built its image in the United States on safety--and big, boxy station wagons. But the Swedish automaker plans to stop importing the only wagon it sells in this country, the V50.
American consumers have migrated from wagons to crossovers, said Doug Speck, CEO of Volvo Cars of North America. He did not give a timetable for discontinuing the V50.
Volvo stopped importing the larger V70 station wagon at the end of the 2010 model year and said it would not import the V60 wagon that debuted in Europe last year.
"Over the last decade the traditional station wagon segment has been on a decline," Speck said. "Through that period the crossover segment has grown exponentially. The reality is the crossovers of today are the wagons of yesteryear."
Volvo sold only 1,720 V50s last year, down from a peak of 5,486 in 2005.
Volvo will continue to offer the XC70, which looks like a station wagon but rides higher. But Speck said the XC70 will be marketed as a crossover. Last year, Volvo sold 3,951 XC70s.
"We are much more focused on succeeding with the XC range," Speck said. "The V50 decision is consistent with that strategy."
(Source: Automotive News)