Why Volvo Switched Naming Plans For The New EX90 At The Last Minute

As Volvo is gearing up for the presentation of its new range-topping electric SUV on  November 9, the Swedish carmaker is providing new details about the EX90, with the brand’s new CEO, Jim Rowan, explaining how the company decided on the name of the first car that will come out under his leadership.

Speaking to Autonews, Rowan said it was brand familiarity that prompted Volvo to stick with its alphanumeric nomenclature for the EX90, rather than making the switch to a new, wordy name, as was the company’s original plan under his predecessor Hakan Samuelsson.

“Different options are continually reviewed when it comes to the introduction of new models and many considerations need to be taken into account, particularly brand familiarity,” said Rowan. “We have reviewed all the associated factors and ultimately the EX90 marks a new iteration on our current nomenclature and is reflective of our transition toward a full-electric lineup by 2030.”

Read Also: 2024 Volvo EX90 Confirmed As New Electric Flagship SUV, Debuts Nov 9 As Its ‘Safest Model Ever’

The brand only recently revealed that the followup to the XC90 will be called the EX90. Its former CEO had different plans for it, though. Hakan Samuelsson, who stepped down from his role in March this year, said as recently as June that the vehicle “will have a name, more like a [newborn] child” and last October he hinted that the name would start with a vowel.

Those comments, in addition to a patent application filed by Volvo for the name “Embla” led many to believe that the brand (which plans to become electric-only starting in 2025) would mark the EV transition signified by the EX90 with a more human name.

Despite that, dealers don’t seem too worried about the brand continuing on with the alphanumeric names. Garth Blumenthal, an American dealer, said that “EX90” is more understandable for consumers.

“People are used to seeing XC90, XC60, and so on,” said Blumenthal. “I feel that continuity is more important than trying to reinvent the wheel.”

A German dealer, meanwhile, was typically pragmatic. “The main thing is that the cars look good and work well,” he said. Just how the new naming conventions will work throughout the line remains to be seen. As AN points out, Volvo could run into legal trouble with Lexus, which uses the ES designation for a sedan, if it names its next-gen sedans the ES60 and ES90.

Regardless, Volvo will unveil the all-electric EX90, which it recently claimed would be its safest model ever, on November 9.

This is an illustration made by CarScoops’ artist Josh Byrnes based on the official design patents from Volvo believed to depict the EX90.

The Auto World

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