Volvo Cars said Wednesday it aims to sell 2,000 units annually of its flagship EX90 electric SUV in Korea, as it steps up its push in the premium EV segment.
At a press conference in Incheon, Volvo Cars Korea CEO Lee Yoon-mo said deliveries will begin in the second half, with an initial target of 500 units this year.
“We are confident the EX90 will become a best-selling model in the premium electric SUV market,” Lee said.
Volvo underscored Korea’s importance as a strategic market amid a global shift toward regionalization. Chief Commercial Officer Erik Severinson said the country stands out as a key growth market, particularly in the luxury segment, where Volvo already has a strong foothold.
Pricing is central to the company’s strategy. The EX90 starts at 106.2 million won ($70,200), which Lee said is 10–20 percent lower than comparable premium electric SUVs. The model is also priced competitively in global markets, including the US.
The EX90 reflects Volvo’s transition toward software-defined vehicles. It is built on the Hugin Core platform, which integrates computing, sensors and software to enable advanced safety and driver assistance features. Over-the-air updates allow the vehicle to continuously improve performance and functionality.
Powered by an 800-volt battery system, the EX90 offers a driving range of up to 625 kilometers and supports fast charging from 10 to 80 percent in about 22 minutes. The standard model produces up to 456 horsepower, while the performance variant delivers 680 horsepower.
The SUV also highlights Volvo’s push into tech-driven mobility. It incorporates Nvidia’s Drive platform for high-performance computing and Qualcomm’s Snapdragon Cockpit Platform for infotainment, delivering a more advanced in-car user experience.
Safety remains a core focus. The EX90 is equipped with 22 sensors, including cameras, radars and ultrasonic sensors, along with driver monitoring and in-cabin sensing systems designed to enhance accident prevention. Volvo said the vehicle’s structure improves torsional rigidity by 50 percent and crash energy absorption by 20 percent compared with the gasoline-powered XC90.
With aggressive pricing and advanced technology, Volvo is betting the EX90 will strengthen its position in Korea’s fast-growing premium EV market.
hyejin2@heraldcorp.com
