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Volvo vows to charge subscriptions only for major updates

Volvo Cars Chief Operating Officer Bjorn Annwall   BMW veered into a public-relations mess this year when it started charging car owners monthly subscription fees to warm their behinds. Volvo Car won’t be making similar moves. “If you are to charge for software updates, it must be a step change in consumer benefit,” VolvoÂ’s Chief Operating Officer Bjorn Annwall said in an interview this month. “We will not ask people who have bought a car for 1 million kronor ($96,500) to pay another 10 kronor to get extra heat in the seat.” While BMW will no doubt have other manufacturers follow in its footsteps — Mercedes-Benz recently started asking buyers of its EQ electric vehicles to fork over $1,200 a year to unlock quicker acceleration, for example — the auto world has started to second-guess just how much money there is to be made from the rise of software within their hardware-intensive business. In a 91-page deep dive into the topic last month, analysts at UBS pegged the total addressable market at $700 billion by 2030. ThatÂ’s no pittance, but pales in comparison to the $2 trillion opportunity they anticipated previously. Annwall sees Volvo generating little additional revenue from software until mid-decade. Only if major upgrades become available — a self-driving mode, for example — would Volvo charge extra. “You donÂ’t have to hold the steering wheel — now thatÂ’s a step change in user benefit.” Annwall was speaking at the opening of VolvoÂ’s new tech hub in Stockholm, where the manufacturer builds software for selling and marketing cars online. The company, which last month unveiled a battery-powered sport utility vehicle to succeed its gasoline-era flagship, intends to cease making combustion cars by the end of the decade. ItÂ’s going to be an uphill push: EVs made up just under a fifth of the companyÂ’s shipments last month. Bloomberg spoke with Annwall about VolvoÂ’s tech efforts, the software issues that have plagued some of its competitors and the ongoing supply-chain issues holding back the industry. Here are highlights from the conversation, which have been edited for length and clarity: Large automakers including Volkswagen have had problems with their car software. Have you experienced similar obstacles? I wonÂ’t hide the fact that we have had some problems with our software in the car as well. But weÂ’ve been good at correcting them fairly quickly.

Volvo blames EU tariffs as it lowers its 2024 sales forecast

STOCKHOLM — Volvo Cars cut its full-year retail sales forecast on Thursday, blaming European tariffs on EVs made in China that will hit one of the Swedish automaker's key electric models until it shifts production to Belgium. While reporting better than expected second-quarter results that sent its shares up 6% in morning trade, Volvo lowered its forecast for sales growth this year to 12%-15%, down from 15%. "It's really driven by tariffs," CEO Jim Rowan told Reuters. "It's a short-term issue for us, but it is an issue and we're just going to have to deal with that." Rowan said that while Volvo still hoped for 15% growth, it was now providing a range given the uncertainty. "We wanted to put a floor on that for the markets to say we're still going to grow but there are some headwinds," he said. Earlier this month, the EU announced provisional tariffs of up to 37.6% on imports of EVs made in China, saying they benefited from unfair subsidies — an allegation Beijing rejects. Volvo is majority-owned by China's Geely and faces a 19.9% tariff on its Chinese-made fully-electric EX30. Rowan said the Swedish automaker faced a "minimum of six months" of tariffs until it moves EX30 production to Belgium, which is expected to start early next year. Volvo said the main ramp-up of EX30 production at its factory in Ghent was expected during the second half of 2025. Bernstein analysts said in a note that the new sales guidance was "sensible given todayÂ’s macroeconomic situation." Major automakers have seen slowing demand for EVs, driven in part by a lack of affordable models and the slow rollout of charging points. Meanwhile, U.S. and European automakers have reported strong sales of hybrids, and are rolling out more such models to meet demand. Volvo said it saw a "modest decline" in orders for fully electric models in the second quarter, but noted "demand for hybrid cars remains very strong". "We will continue to invest in this line-up and these cars form a solid bridge for our customers not yet ready to move to full electrification," Rowan told analysts in a conference call. Volvo produced 211,900 cars in the second quarter, more than it sold amid the decline in European demand for EVs. Its operating income, which includes its stake in loss-making Polestar, rose to 8 billion crowns ($758 million) from 5 billion crowns a year earlier. That topped the 6.7 billion crowns expected by analysts, LSEG data showed.

Volvo's product road map includes five EVs and two PHEVs

Volvo recently hosted a gathering in Miami for North and South American retailers. A few attendees, perhaps proud of what Volvo had to say, shared some details on the proceedings with Automotive News. Volvo's pledge to become an all-EV brand by 2030 will commence with five new electric vehicles and two plug-in hybrids in the coming years. First up is a full-sized, three-row crossover said to get its vibe from the Concept Recharge. We figure this will be the long-rumored and occasionally canceled XC100, but that's only an educated guess. We've seen no spy shots of such a vehicle yet, but AN reports sales aspirations for the full-sizer are about 20,000 units for next year. If that's the case, something should appear soon. Around two years after the potential XC100 comes an EV codenamed V546 that AN reported on earlier this month. Said to slot in between the 185-inch-long XC60 and 195-inch-long XC90, this tweener could be about the length of the 189-inch Ford Edge. The sources claim it will ride on a new electric platform, which could be the SPA2 bones that will support the coming electric XC90 and that the Concept Recharge electric crossover study (pictured) sits on. This one goes into production in the U.S., at Volvos' Ridgeville, South Carolina plant, and in China. The plan is to sell 100,000 units annually. At some point, the XC60 small midsize crossover gets a battery-electric variant. The fourth EV will be a dinky silent runner that slides in under the XC40 Recharge. Referred to in the past as the XC10, XC20 and XC30, previous reportage claims this will ride on the Sustainable Experience Architecture (SEA) sourced from parent company Geely. The fifth EV was only mentioned as being a sedan, which is another mysterious entry. The S90 and XC90 are getting new PHEV generations, the crossover still expected to inaugurate proper names to the Swedish automaker's lineup. Volvo's planning a hiring spree for the South Carolina plant that only makes the S60 sedan at the moment. One of the new EV crossovers will start down lines there later this year, along with Polestar's middleweight performance crossover, then the potential XC100 (or whatever its proper name is) begins assembly there in 2023.  Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.