How can car companies convince Americans to drive more electric vehicles? Just ask Hakan Samuelsson.
The longtime auto industry executive returned to Volvo as CEO last year to oversee the Swedish brand’s global expansion and electrification drive. In Sweden, Volvo’s electric cars seem to be everywhere, even in rural and remote seaside villages.
Samuelson now has to convince American consumers that electric cars are better for the world and their wallets. The company’s latest electric car, the EX60, will go on sale this summer.
Bookings for the midsize EX60 sport utility vehicle in Europe have exceeded expectations. The $60,000 SUV, built at Volvo’s manufacturing plant in Torslanda, Sweden, could turn around the company’s sluggish sales.
Samuelson, whose two-year term ends in April 2027, said the EX60 could change the way Americans think about electric vehicles: It reduces charging anxiety (400 miles of range), charges 80% in 16 minutes and features the company’s high-tech computing “brain,” HuginCore.
He compares electric cars to smartphones: plug them in at night and wake up fully charged. “Sounds like magic,” he told ABC News.
Samuelson talked about changing mindsets, expanding the company’s manufacturing footprint in South Carolina and whether Volvo will ever make a performance car again.
The following interview has been edited for clarity.
Q: How important is the EX60 to the company and the U.S. market?
A: Our strategy is to use electrification to strengthen our company. Therefore, we do not view electrification as a threat that we should work to mitigate. The mid-size SUV market is Europe’s largest market. In the US, the XC60 has the same volume as the XC90 [large SUV]. We have an attractive plug-in hybrid due early next year [and will be built in Charleston]. We have everything you need to stay flexible. We also have mild hybrids, plug-in hybrids, and then we have this car.
Volvo – Photos: Volvo’s latest SUV, the all-electric EX60, will go on sale in the U.S. later this year
Q: Have you considered building the EX60 in South Carolina?
A: We’ve certainly considered it, but it’s not part of our plans at this time. Here in South Carolina, we need to really make something that utilizes the plant better than we did before. The first step is to move the best-selling XC60 from the United States and produce it as soon as possible [in the U.S.]. And then we’re looking at adding a larger American car to this factory, which will bring volume.
Volvo – Photo: The all-electric EX90 SUV is built at Volvo’s plant in Charleston, South Carolina.
Q: EX60 is already very popular among Europeans. In the United States, electric vehicle sales are declining. How to get Americans excited about electric cars again?
A: Maybe what’s happening in the Middle East is a good reminder that oil isn’t free. And it can suddenly become very expensive. So what are the problems with driving electric cars? I’m confused as to why Americans don’t prefer electric cars. I hear a lot of customers say, “I hate gas, I don’t feel safe.” No one likes gas in their car.
Many Americans live in suburbs with three-car garages. If you install a home charger, you’ll have a great product – your car will automatically be fully charged every morning. Sounds like magic. This may be true for electric cars. Then you can drive 300 miles. So you’ll have a car that charges overnight just like your phone. Isn’t this ideal?
Q: The interior of EX60 is very simple, more simple than EX90. Are U.S. customers asking you for more buttons and knobs?
A: Yes, I have heard this from several customers [laughs]. Looking further, maybe we need to add a few buttons for something you can use really quickly. Drivers should rely on automation.
Q: Now that Polestar is its own brand, will Volvo reintroduce high-performance cars?
Answer: We have nearly 20% [stake] They are very valuable partners in the company. If you need something sportier, with more performance… we’ve got Polestar. We’re happy to see Polestar succeed.
I think we should stay true to our brand. We can’t be everything – we can’t be both a sports car and a practical family car. The Volvo is a safe car, very Scandinavian and elegantly designed.
Q: There is still a small group of drivers in the U.S. market who prefer trucks. V60 Cross Country – will production continue?
Answer: Yes, that is the case for the time being. I don’t see any end date. Look at the EX60. Isn’t that a station wagon?
I personally think it’s a bit risky to only own an SUV in the future. The next generation of young people may prefer something more energetic and deeper. We need it too. By 2030 we should really have the all-electric lineup we need, although we have hybrids as backup. We need lower cars.
Volvo – Photo: Volvo V60 Cross Country Tourer.
Q: Volvo Cars’ U.S. sales fell 32% in the first quarter, the third consecutive year of decline. Are you discounting vehicles to move inventory, or are you looking for 0% APR to increase sales? How do you get people to buy a Volvo?
Answer: Owning a good, attractive car, of course. Maybe this EX60 will bring back interest and motivation. Brand building is not product specific. We should take our local presence in South Carolina more seriously. And, of course, be prepared to modify the car. The next car we bring to South Carolina really has to be the best-selling car in America