No Volvo V90 for you, Brazil

Volvo has presented yesterday the Volvo Retail Experience, a new world dealer layout pattern that includes Swedish furniture and the Swedish conception of luxury and exclusivity. But what should make the headlines for car fans like us is what Luis Rezende, Volvo Cars CEO for Brazil, has told the press in the presentation. He has confirmed the S90 will be in Brazil in 2016, but has not confirmed the V90. And very emphatically, what is equivalent to saying “No Volvo V90 for you, Brazil”. And that is Brazil’s fault.

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Considering the very small market station wagons have in the South American country, it would not be worth going through the whole homologation process to sell very few units of the V90. There is no demand for this sort of body. The Polestar products, on the other hand, will be homologated to serve a few Volvo fans, but they will work as halo cars. And will be way more expensive than the V90 would be, what may pay up the homologation efforts.

As for the Volvo Retail Experience, it has been presented in Brazil by the Autostar dealer you can see in the pictures below. Soon it will be used in all Volvo retailers in the world. But, in Brazil, you will not get the chance to see the V90 close to the Swedish chairs. Unfortunately.

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Gustavo Henrique Ruffo

I have been an automotive journalist since 1998 and have worked for many important Brazilian newspapers and magazines, such as the local edition of Car and Driver and Quatro Rodas, Brazilian's biggest car magazine. I have also worked for foreign websites, such as World Car Fans and won a few journalism prizes, among them three SAE Journalism Awards and the 2017 IAM RoadSmart Safety Award. I am the author of "The Traffic Cholesterol", a book about bad drivers that you can buy at Hotmart, Google Play, Amazon and Kobo.