Iconic car brand’s sales boss admits axing two beloved models was a ‘BIG mistake’ after sparking huge public outcry
THE sales boss of an iconic car brand has admitted that axing two beloved models was a "big mistake".
The discontinuation of the Volvo V60 and V90 estates sparked a huge public outcry back in summer 2023.
Sales had declined since the pandemic, with only 5-10 per cent of the brand's customer base gravitating towards the two cars.
However, the shock axing meant Volvo's withdrawal from the estate market altogether - a controversial decision given it had once made its name off the beloved models.
And now, Robert Deane, commercial operations director at Volvo Car UK, has admitted it was an error - driving customers to other car makers.
He told Auto Express: "When you tell a retail customer [estates] aren’t offered, they go off and buy someone else’s."
read more motors news
After news broke of the discontinuation, fans quickly took to social media to mourn the loss of the Volvo estate.
The iconic car type - which was still being specially ordered by police forces - had been central to the brand since the 1950s.
When Robert joined the company in March 2024 from Harley-Davidson, he began to wonder whether the decision should be reversed.
He said: "I asked the team about the feedback from customers, and looked at the remarketing [data] and saw used values were good. It made me wonder if there was a fleet opportunity."
Most read in Motors
Luckily for fans, the V60 and V90 have now returned to showrooms - from £41,370 and £59,280 respectively.
Both are available with either a T6 engine - packing 345bhp - or a T8 engine - packing 449bhp.
News of the U-turn spread last summer - a year after the models were axed.
A spokesperson said: "We removed the V60 and V90 from sale in the UK last August amid falling appetite for estate cars.
"While this remains a long-term trend, we have seen a resurgence for our estate products in recent months and have decided to reintroduce the V60 and V90 to our UK portfolio in response to this."
However, fans remained confused about how the relaunch fit into the manufacturer's Net Zero target.
Given that the average lifespan of a model is around seven to 10 years, experts pointed out that their were unlikely to make it beyond the 2030 cut-off.
However, Volvo would not be drawn on the matter, saying: "We do not comment on future model plans."
Read More on The Sun
It comes after reports that Peugeot is considering a relaunch of its its much-loved hatchback, the 208 GTi - this time, in a new, electrified version.
Top boss Alain Favey said bringing back the car was “a question I’ve been asking myself very much”, .
