Confirmed for ASEAN, Volvo's CEO explains why the Sino-Swede EV Alphard Volvo EM90 exists

Last month, Volvo introduced its first-ever MPV model, the fully-electric (EV) Volvo EM90. Underneath it though, it is a Zeekr 009 with Volvo’s design elements and according to Volvo’s CEO, Jim Rowan, it will be launched in Southeast Asia.

In an interview with Automotive News Europe, Rowan said that after China, the next destination for the electric MPV rival to the Toyota Alphard and Kia Carnival would “probably be Southeast Asia”. He told the automotive publication, “We see a big demand for that kind of vehicle in places such as Korea, Singapore, and Thailand.”

As for why Volvo decided to introduce an MPV in a segment that is dwindling in popularity over SUVs, the CEO explained that there is a demand for high-riding MPVs in China that provide a command of luxury and fit 3 generations of family members at the same time.

“It used to be that people were buying sedans, usually with an extended wheelbase. Now the platform of choice is becoming, in some cases at least, the high ride that you get in a nice MPV,” Rowan explained.

Also read: 20 photos of the Volvo EM90 to decide if you want the Swedish EV Alphard introduced in Malaysia

“The benefit the MPV brings over the extended-wheelbase sedan is that you can use it during the weekend with family. In China an executive who moves around a lot usually has a driver. That executive can jump in the front seat on the weekend. His wife's there. The grandparents are in the middle seats and the kids are on the back.”

He continued, “I think that flexibility is driving adoption of that body style. Therefore, the sedan market is getting sliced a little thin. We have been quite successful in sedans with the S90, but we wanted to fill in white space. And we didn't think there was enough competition in that MPV space, so we decided we could go in there and be competitive.”

Still, it seems likely that the EM90 could remain only in the Asian market as plans for the electric MPV to be sold in the US or Europe are unlikely given the immense popularity of SUVs in those markets.

“We are not making any decisions on that right now. The big question is whether we foresee a format change. We never expected the SUV change to happen as quickly as it did. So, is it going to go back to an MPV-type style in Europe and the U.S? We are doing some analysis on that, but I don't have an answer for you today,” Rowan told Automotive News Europe.

As for what the British CEO liked about the EM90, he replied to the publication, “The low centre of gravity with the skateboard platform means there is zero vibration, zero road noise and a smooth ride. You also get lots of torque. So, the electric format for a properly executed MPV is quite a complementary choice.”

Also read: Space-age EV Alphard-looking Volvo EM90 meets its practical past, the Volvo PV 445 Duett

The EM90 will begin sales in China from March 2024. Only one powertrain is offered, a rear-mounted electric motor that makes 272 PS and 343 Nm. This is juiced up by a 116-kWh nickel manganese cobalt (NMC) battery with a range of 738 km.