The Volvo ES90 ‘Sedan’ Indicates That Volvo Is Moving Into Its SUV Design Phase

      Volvo

      We consider the 2026 Volvo ES90 to be a sedan, though Volvo is hesitant to label it as such. Instead, the brand appears to take pride in the fact that its new electric flagship doesn’t fit neatly into any specific category; the press release mentions that some observers might see “a fastback or even hints of an SUV.” This is notable coming from a brand that has previously produced the traditionally appealing EX90 electric SUV as well as the stately S90 executive sedan in recent years. It also indicates a shift: Volvo, which once allowed sedans and wagons to shape its design identity, has now shifted focus to SUVs.

      The EX90 SUV, on the left, currently takes precedence in design, with the new ES90 sedan borrowing heavily from its larger sibling—rather than the opposite. Volvo

      Automakers typically adjust their lineups to reflect evolving consumer preferences and, ideally, set trends. However, the introduction of the genre-defying ES90 has prompted us to closely examine Volvo’s design evolution today. The Swedish brand once had a reputation for its stark three-box sedans and two-box wagons, a theme that originated in the 1970s and influenced its products well into the 1990s. The robust fortress feel aligned perfectly with Volvo's marketing focus on exceptional safety.

      Volvo’s transition from angular to rounded, from the 1980s to the 2000s. Volvo

      In the 2000s, perhaps more focused on volume sales than creative uniqueness, Volvo began softening many of those sharp designs, resulting in a lineup that could be described as more mainstream. While the company still occasionally explored unconventional design (consider the first-generation XC90 and its unique taillights), the 2000s were largely Volvo’s visually most generic period. Nonetheless, some of those models have aged quite gracefully.

      As the 2010s unfolded and continued into the early part of this decade, Volvo underwent another transformation, leaning into the sleek yet warm aesthetic often associated with Scandinavian design. This was the period when the brand introduced its “Thor’s Hammer” headlights and adopted wide grilles and streamlined interiors with elegant trim elements; a thoughtfully curated approach that was classically beautiful yet distinctly Volvo.

      The recently retired S90 and V90 models. Volvo

      I mention this as a professional critic, not a fan. Personally, I lean towards chaotic maximalism, finding Swedish minimalism less appealing. Still, it’s undeniable that vehicles like the second-generation XC90 and S90 were objectively well-designed.

      Throughout these changes, it often seemed that Volvo's design language was primarily focused on creating an exceptional sedan and wagon pairing, even as SUVs grew in popularity and importance within their lineup. With the launch of the ES90, however, that focus appears to have reversed; the “sedan” is now following the example set by an SUV.

      It’s no secret that smaller SUVs have become incredibly popular. However, attempts to transform sedans into SUV-like vehicles have historically yielded mixed results. Examples include the AMC Eagle, Honda Accord Crosstour, Volvo Cross Country models, and Audi Allroad. While these vehicles have their merits, their appeal has often been niche. The widely embraced Tesla Model Y might be the notable exception in this category.

      While the new ES90, on the left, isn't unattractive, it lacks the elegant presence of the previous S90. Volvo

      All of this may make Volvo’s choice to adapt the EX90's design to a sedan seem puzzling, but our Editor-in-Chief Kyle Cheromcha summarized the reasoning effectively in a recent discussion at The Drive: “Due to the Geely EV platform [upon which the ES90 is based] and the overall market shift away from sedans, it’s technically easier and a safer choice to create an appealing SUV first and then adapt it into a sedan. This is how we arrived at this design. While it’s feasible to create a visually striking electric sedan or liftback, as evidenced by the Porsche Taycan, that isn’t the route Volvo is pursuing.”

      This may signal the end of traditional sedan design at Volvo. I don’t want to come across as an old-timer lamenting change, but while I could always admire the old S90's aesthetics without desiring one, the ES90’s elongated proportions, high beltline, and extensive black cladding leave me unmoved. The EX90 is appealing for what it is, but transferring its design to this model marks a clear departure from the classic beauty of the company's previous sedans and wagons.

      The ES90 resembles an “SUV coupe” more than a sedan. Volvo

      If the EX90 represented Volvo's next-era ambitions and the ES90 solidified them, then the Volvo we are about to encounter will once again be distinct from what we previously knew. This doesn't imply that sleek and beautiful designs will cease to exist at Volvo, but it does indicate that we will see more