BMW USA sold 3.4 copies of the 3-Series and 4-Series in October 2014 for every Volvo. Yes, before other BMWs are even taken into account – including the 5-Series which also outsold the whole Volvo brand – the 3-Series and its 4-Series offshoot tell us something about Volvo’s lackluster U.S. volume.
We’ve delved into Volvo’s doldrums before, most recently over at TTAC, where we discussed the importance of the new, second-gen XC90. But now Volvo’s showing us its true modern colours, having just displayed images of the upcoming V60 Cross Country. Surely it will eventually do more than just act as a V60 addendum by completely replacing that car in North America, just as the XC70 kicked the V70 to the curb.
The V60 looks a treat, and the V60’s cladding and ride height give it that Subaru Outback flare Americans have taken to with such fervour. But we are still discussing a wagon that’s dimensionally quite hatchback-like, a car which has not proven successful at winning converts in North America despite GCBC’s frank approval.
Only 326 V60s were sold in the United States in October 2014, its lowest-volume month since the car arrived in January of this year. Incidentally, the S60’s 1127-unit October performance was its lowest-volume U.S. sales month since January 2011 when the current generation of S60 was just getting underway.
Whether you blame pricing or image or dealer locations or dealer inventory, it’s abundantly obvious that Volvo cars are increasingly rare. Even if the new XC90 saves the brand in North America, it’s hard to believe the cars will become suddenly popular. Unless, of course, the V60 Cross Country turns the V60 into a “wagon” SUV pretenders can tolerate.
You can click any model name in the tables below to find historical monthly and yearly U.S. auto sales data. You can also select a make and model at GCBC’s Sales Stats page. These tables are now sortable, so you can rank luxury brand cars any which way you like. Suggestions on how GCBC should break down segments can be passed on through the Contact page.