Can this Swedish automaker change Americans' attitudes on EVs?
How can a car company convince Americans to drive more electric vehicles? Ask Håkan Samuelsson.
The longtime automotive exec, who returned to Volvo last year as its CEO, has overseen the Swedish brand's global expansion and push into electrification. In Sweden, Volvo's EVs seem to be everywhere, even in the countryside and remote seaside villages.
Samuelsson now has to persuade U.S. consumers that EVs are better for the world and their wallets. The company's latest EV, the EX60, arrives this summer.
Pre-orders for the midsize EX60 sport utility vehicle have already surpassed expectations in Europe. The $60,000 SUV, which is built at Volvo's manufacturing plant in Torslanda, Sweden, may reverse the company's flagging sales.
Samuelsson, whose two-year term ends in April 2027, said the EX60 could be the vehicle that changes Americans' perceptions of electrics: it reduces charging anxiety (400 miles of range), tops up to 80% in 16 minutes and is equipped with HuginCore, the company's high-tech computing "brain."
He likens EVs to a smartphone: plug it in at night and wake up with a full charge. "Sounds like magic," he told ABC News.
Samuelsson talked about changing mindsets, expanding the company's manufacturing footprint in South Carolina and whether Volvo will make a performance car again.
The interview below has been edited for clarity.
Q: How important is the EX60 for the company and for the U.S. market?
A: Our strategy is to use electrification to strengthen our company. So we don't see electrification as a threat that we should try to slow down. The midsize SUV segment is the biggest in Europe. In America, we have the same volume on the XC60 as the XC90 [large SUV]. We have an attractive plug-in hybrid that is coming early next year [and will be built in Charleston]. We have everything that we need to be flexible. We also have mild hybrids, plug-in hybrids and then we have this car.
Q: Did you consider building the EX60 in South Carolina?
A: We considered it of course but it's not part of our plan right now. In South Carolina we need to really make something to utilize the factory much better than we have been. The first step is to move the XC60, which is a bestseller in the U.S., and build that as soon as possible [in the U.S.]. Then we are looking into adding a bigger American-type car in this factory, which will bring volume.
Q: The EX60 has already been very popular with Europeans. In America, EVs sales are slipping. How do you get Americans excited about electric vehicles again?
A: Maybe what's happening in the Middle East is a good reminder that oil is not for free. And it could be very expensive suddenly. So what's wrong with driving on electricity? I am puzzled why Americans are not more fond of electric cars. I hear from a lot of customers, "I hate going to fill up, I feel unsafe." Nobody loves filling up a car.
A lot of Americans live in the suburbs with a three-car garage. If you install a home charger, you would have a fantastic product -- every morning your car is filled up automatically. Sounds like magic. It could be true with an electric car. And then you can drive 300 miles. So you would have a car that charges overnight like your phone. Isn't this ideal?
Q: The EX60's interior is extremely minimalist, more so than the EX90. Are Americans customers asking you for more buttons and knobs?
A: Yes, I have heard that remark from a couple of customers [laughs]. Looking further, maybe we need to add a couple of buttons for things you really use quickly. Drivers should rely on the automation.
Q: Is Volvo going to bring back performance cars now that Polestar is its own brand?
A: We have a nearly 20% [stake] in the company, they're a very valuable partner. If you need something a bit more sporty, more performance ... we have Polestar. And we would be very glad to see a successful Polestar.
I think we should be true to our brand. We cannot be everything — we cannot be a sports car and a practical, family car. Volvo is a safe car, very Scandinavian, elegant design.
Q: There's still a small percentage of drivers in the U.S. market that prefer wagons. The V60 Cross Country — will that continue to be in production?
A: Yeah, for the time being. I don't see any end date. Look at the EX60, is that not a wagon?
I personally think just having SUVs is a bit risky in the future. The next generation of younger people may like something a bit more dynamic and a bit lower. And we need that as well. By 2030 we should really have the lineup that we need to be all electric, even though we have hybrids as a backup. We need lower cars.
Q: Volvo Cars' U.S. sales dropped 32% in the first quarter, marking a third consecutive decline for the company. Are you discounting vehicles to move inventory or looking at 0% APR to boost sales? How do you get people to buy Volvos?
A: By having good and attractive cars of course. Maybe this EX60 will bring back interest and momentum. Building a brand is not so product specific. We should be much more serious about the local presence in South Carolina. And of course be ready to adapt the cars. The next car we bring into South Carolina really has to be something that's a big seller in the U.S.
