Sales of Volvo’s first MPV are a disaster

Volvo’s attempt to enter the booming “people’s mover” segment in China has proved to be a disaster. The large and luxury MPVs are becoming a serious choice to luxury sedans in China as they are more comfortable to get in and out, and to travel inside.

In one and a half years (Q1 2024 until June 2025), Volvo has sold just 1,755 units of the EM90 in China with a quarterly average of 384 units in 2024 and 110 units in 2025. Although the EM90 is a deep rebadge of its cousin the Zeekr 009 (5,217 mm long), it has been positioned above in terms of price. The cheapest EM90 is 86% more expensive than the cheapest Zeekr 009, but they are basically the same vehicle.

The high price, more than its specs or brand issues, is the main the reason for this flop. Volvo is considered a premium brand in China, but not a luxury one.

Is it the end of this MPV adventure?