Volvo Releases Modest S90 Sales Target

Volvo S90 (Credit: Volvo)

Despite having Chinese owners flush with cash and a new three-row SUV that’s generating tons of praise, Volvo’s still not a huge force in the automotive industry. This is definitely reflected in the sales goal the Swedes have for the new S90 sedan.

In the United States, the company is looking to sell about 15,000 units. That would give Volvo a whopping 5 percent of the midsize import sedan market segment. You wouldn’t really call that shooting for the stars, now would you?

Before you get too down on Volvo, thinking the company needs to be a little more aggressive, realize this: at its peak, the S80 only racked up 12,347 unit sales in a year. That’s it. The S90, which replaces the S80 and surpasses it in every way imaginable, is looking to blow that number out of the water in the first year.

To be honest, Volvo has a bit of an uphill battle when it comes to luxury midsize sedans. Most people aren’t going to think of the S90 as being on equal ground with the BMW 5 Series, Audi A6, Lexus GS or Mercedes E-Class. Should they? That remains to be seen.

This actually shows that Volvo’s trying to be realistic. It’ll take time for the S90 to win over people. If the car’s half as good as it sounds, it will and sales will only increase.