It’s the Swedish brand with a legacy deeply connected to the evolution of automotive safety. Over the years, Volvo has consistently pushed the envelope in terms of design, engineering, and technology.
VOLVO’S HARD-EARNED REPUTATION FOR SAFETY
The Volvo history for innovation runs deep: the Three-point safety belt in 1959, which estimated to have saved over one million lives since its introduction. The laminated windscreen, a shatter-proof glass that would remain intact upon impact, protecting occupants from lacerations. The Rear-facing child seat (1960s), the Safety cage (1944), a soft padded dashboard (1960), side-impact protection (1991) and Whiplash Protection System (WHIPS) (1998)…the list goes on.
VOLVO’S ELECTRIC FUTURE ARRIVES WITH NEW MODELS
But Volvo isn’t looking back and have pledged to reveal a new EV every year and plan to sell between 90% and 100% EV’s 2030.
After successful releases of electric variants like the compact C40 and XC40 Recharge, and the subcompact EX30, Volvo has now turned its attention to the three-row segment with the introduction of the EX90. The EX90 is set to fill the same segment as its three-row, traditionally powered XC90, which has been a popular model for families.
But have they bitten off more than they can handle this time? Is the brand, which is used to leading in terms of safety, moving too fast and risking their hard-earned reputation.
The car launches with key features missing, from Apple Carplay to Plug & Charge to the Lidar safety system. Hardware present, but software not ready.
So if you want a big family-hauling SUV from Volvo, why not just buy the newly updated XC90 Recharge, decent electric only miles from the hybrid and it doesn’t try to be a spaceship. It’s an iteration on the outgoing model after all and it’s not waiting on updates to be feature-complete.
For many people though, they have wanted an all electric flagship Volvo and it’s finally here. Now we’ve had some time to assess the Volvo EX90 it’s worth asking if there’s enough present at launch to justify buying this one, or whether you should wait.
The EX90 targets a highly competitive segment, going head-to-head with formidable rivals in the market. These include the Kia EV9, the Rivian R1S, Mercedes EQB and Tesla Model Y. The upcoming Polestar 3 also aims to capture a portion of this market too, bringing cutting-edge technology and high performance to this segment. Like the new saloon version of the EX90, the ES90, the Polestar 3 is also on the same platform.
VOLVO EX90 DESIGN
Volvo has long been known for its clean, functional, and elegant design, prioritizing practicality without compromising on aesthetics. The EX90 exemplifies this philosophy with a profile that’s predictably Volvo—boxy and clean on the outside yet minimalist verging on austere on the inside.
This combination epitomizes Scandinavian design principles that emphasize simplicity, functionality, and beauty.
The exterior design incorporates various expected Volvo cues, including the iconic Thor’s hammer headlights and chiseled taillights. These elements not only enhance the car’s aesthetic appeal but also improve visibility and safety. The boxy yet silhouette of the EX90 aligns it with other vehicles in Volvo’s lineup, creating a family resemblance that fosters brand identity.
The lines of the EX90 are very similar to those seen in other Volvo models like the EX30, which keeps a consistent design theme central to this car’s appeal.
Pixel LED headlights set off the corners to great effect, contributing to its contemporary look.
Moving inside, the EX90’s interior is a fantastic place to be, no matter which of the three rows you occupy. The cockpit benefits from materials like Nordico upholstery, a composite collection of recycled and sustainable materials providing seats that are fabulous to sit on. This focus on sustainability is part of Volvo’s larger commitment to environmental stewardship. The interior also has inventive Volvo touches, such as slide-out lumbar supports on both front seats, which come with massage functionality.
The rear seats are designed to work to great effect, although accessing the third row is easier for children than for adults. However, the ambient lighting behind the trim panels is particularly impressive when darkness descends, delivering a cool, calming effect to occupants.
The panoramic glass roof further enhances the ambiance of the interior, especially for those in the rear seats. The four-zone climate control system allows rear occupants to set their own temperature preferences, making it particularly useful for families with kids.
Boot space can be expanded from the standard 310 liters with all seven seats in use to a massive 1,915 liters with the seats folded. There’s even a natty little ‘Will it fit?’ diagram inside the car to advise on what can go in.
The 14.5-inch touchscreen system is the centerpiece of the EX90’s interior design. Running on the Google Android Automotive OS, it integrates a range of functions into a single, user-friendly interface. Volvo has given its screen a different structure, locking climate-control settings and quick navigation to the home screen, apps, and settings at the bottom of the screen. Above this, widgets and contextual icons provide additional functionality, making it easy for drivers to access essential information.
Unlike Tesla’s minimalist approach, which moves nearly all controls to the touchscreen, Volvo blends digital and physical controls. The EX90 retains physical turn-signal and shift stalks, as well as traditional vent adjustments, which many users find more intuitive. This blend ensures that drivers have quick access to essential controls without the need to navigate through multiple touchscreen menus.
VOLVO EX90 ELECTRIC POWERTRAIN
For the 2025 model, the EX90 comes in two powertrain variants: Twin Motor and Twin Motor Performance. Each of these powertrain options is available in Plus or Ultra trims.
The Twin Motor Performance variant utilizes a dual-motor system capable of producing 510 horsepower and accelerates from 0 to 60 mph in just 4.7 seconds Its uses a 241-hp permanent magnet AC front motor and a 268-hp rear motor.
Alternatively, the Twin Motor variant delivers 402 hp and 0-60mph in 5.7 seconds.. A key aspect of these powertrains is the use of a disconnect clutch at the rear motor. This technology allows the EX90 to operate as a front-wheel-drive vehicle during cruising or light acceleration, enhancing overall efficiency. During more demanding situations, such as off-the-line launches, the rear motor engages to provide additional power and traction. This balance ensures that the EX90 offers a perfect combination of performance and efficiency, tailored to various driving conditions.
VOLVO EX90 PERFORMANCE
The EX90 also offers a Performance AWD mode that effectively takes the place of a traditional sport mode. This mode locks the rear motor on from 19-81 mph.
Additionally, there’s an off-road mode that optimizes the vehicle’s performance for rougher terrains.
Volvo has also paid significant attention to isolating and dampening noise within the cabin. Unlike many modern vehicles that rely on active noise cancellation, the EX90 achieves a quiet ride through the use of cleverly chosen bushings, including fluid-filled mounts for the motor units. This approach minimizes vibrations and road noise, making the cabin one of the quietest in its class.
For a vehicle weighing around 6,100 pounds, the EX90 is surprisingly nimble. The Ultra model, which includes an air suspension and semi-active dampers, plays a significant role in this. The semi-active dampers offer multiple ride settings, including soft and firm options, for both suspension and steering feel. This allows drivers to tailor the vehicle’s dynamics to their preferences and driving conditions.
VOLVO EX90 CHARGING TECHNOLOGY
The vehicle features a 111-kWh battery pack stocked with nickel manganese cobalt oxide (NMC) lithium-ion cells. Of this total capacity, 107 kWh is available as usable capacity.
According to Volvo, a road-trip fast-charge from 10-80% takes approximately 30 minutes when using a 250 kW charger. Volvo points out that using a slightly lower 150-kW connector would only add five additional minutes to this charging session
For home charging, the EX90 is equipped with an 11-kW onboard charger. And one of the most impressive features of the EX90’s charging technology is its bidirectional charging capability. This means that the EX90 is not just an energy consumer but can also serve as an energy source. Owners will be able to use the vehicle to back up home power or potentially even sell power back to their utility providers in the future. Volvo has partnered with dcbel to offer a bidirectional charger rated at 25kW, which will be available starting late this year
Volvo provided EPA estimates that the EX90 will achieve up to 310 miles of range with the 21-inch wheels and around 300 miles with the 20- and 22-inch wheels.
VOLVO EX90 SAFETY
One of the standout features is Volvo’s “Lidar first safety scenario,” which leverages a Luminar lidar sensor situated on the roof. This lidar system offers a longer, more accurate look at the road ahead than traditional camera systems.
According to Volvo, it can detect objects up to 250 meters away, providing critical data for the vehicle’s autonomous features and enhancing overall safety. The lidar system integrates seamlessly with other sensors, including radar and cameras, offering a multi-layered approach to situational awareness.
The Pilot Assist system in the EX90 extends Volvo’s traditionally conservative approach to autonomous driving. This driver-assistance system employs all the car’s safety sensors to help with freeway driving
Internally, the EX90 features an impressive array of sensors designed to monitor the driver’s behavior. New interior radar systems can detect if a child or pet is left in the car
Likewise, cameras inside the cabin can monitor driver fatigue and attention deficits, providing alerts if the system detects signs of distraction.
VOLVO EX90 MARKET POSITIONING AND COMPETITORS
Its pricing starts at around $81,290 and goes up to $94,640 for fully equipped models, positioning it in the higher end of the market.
In terms of market competition, the EX90 has several worthy rivals. The Kia EV9, for example, has garnered a lot of attention for its affordability and feature set. With prices significantly lower than the EX90, the EV9 offers better charging performance and similar vehicle-to-grid capabilities. However, it lacks the luxurious feel and ride sophistication of the EX90, making it a compelling alternative for more budget-conscious consumers but not necessarily a direct competitor in terms of luxury.
Rivian’s R1S is another contender, known for its off-road capabilities and innovative design. The R1S offers a range of up to 410 miles—considerably more than the EX90. However, Rivian’s offering is more focused on adventure and off-roading, which might not appeal to the traditional luxury SUV buyer who prioritizes comfort and safety over rugged performance.
Mercedes EQB and Tesla Model Y present additional competition. The EQB, while a luxury SUV, has received mixed reviews regarding its driving dynamics and range. The Model Y, on the other hand, is known for its performance and range but lacks the build quality and interior luxury that Volvo offers. The Model Y’s minimalist design also polarizes opinions.
The upcoming Polestar 3 also aims to capture a portion of this market. Being closely related to Volvo, Polestar brings its own set of innovations and high performance to the segment, making it another interesting competitor. Polestar’s focus on design and technology will appeal to tech-savvy consumers, but the EX90’s focus on family-friendly features and comprehensive safety systems give it a unique edge.
WHAT IS A SOFTWARE DEFINED VEHICLE?
The CEO of Volvo described this as their first truly software-defined vehicle.
A software-defined vehicle (SDV) is a vehicle whose features and functions are primarily enabled through software rather than hardware. This represents a shift from traditional vehicles that were mainly hardware-based to a more software-centric approach. Here’s an overview of software-defined vehicles and the benefits of the Volvo EX90 being one:
Software-defined vehicles are characterized by:
- Flexible and upgradable software architecture
- Consolidated computing hardware
- Extensive use of data and connectivity
- Over-the-air (OTA) update capabilities
These vehicles use powerful computing platforms and modern operating systems to run multiple applications and control various vehicle functions, similar to how smartphones operate.
The EX90 is built around the NVIDIA Orin system-on-chip (SoC), capable of performing over 250 trillion operations per second[4]. This powerful computing platform enables:
– Deep learning capabilities for AI-based active safety features
– Advanced driving assistance systems
– Future autonomous driving capabilities
Future models will use the NVIDIA Drive Thor SoC, capable of 1,000 TOPS (four times more powerful than Orin). This will enable even more advanced autonomous driving and AI-based in-car experiences.
The software-defined approach allows Volvo to reuse large parts of existing architecture in future models, upgrade computational capabilities without changing everything and reduce development costs for future vehicles.
SO WHAT’S THE PROBLEM?
The launch of the Volvo EX90 has been marred by the absence of several key features, despite its premium price tag and positioning as a flagship model. This situation has raised concerns among customers and industry observers.
The Volvo EX90 is being delivered without several advertised features, including:
- Apple CarPlay
- Full Lidar functionality (especially at night)
- Bi-directional charging
- Cross-traffic alert with front automatic braking
- Curve speed assist
- Smart charging capabilities
- Plug and Charge function for public charging
- Light theme for the infotainment system (only dark mode available)
- Some aspects of the core computer system’s functionality
Volvo has acknowledged these issues and says that that most missing features will be added via over-the-air (OTA) updates, while some may require a dealer visit.
Volvo says the delays to challenges in integrating new technology and the need for additional time in software integration. Volvo emphasizes that the EX90 is designed to improve over time through updates and upgrades.
However, Volvo has not provided a specific timeline for when all features will be available.
Some industry observers draw parallels to other automakers who have faced similar issues, raising questions about the trend of delivering vehicles with promised features missing.
CONCLUSION
Volvo still knows how to build a large, family SUV with understated elegance, innovative safety features and high performance. Subjectively, I still think they’re some of the best looking cars on sale. But I’m a Polestar fanboy these days since I bought one, so I’m bound to say that.
However this situation of launching a car that wasn’t fully baked highlights some of the challenges and potential drawbacks of software-defined vehicles. The reliance on complex software systems can lead to delays and issues at launch. Also there’s a disconnect between traditional expectations of a “complete” product and the reality of evolving software-based vehicles.
My contention is that if you’re a startup brand or Tesla, you have more leeway in terms of setting expectation. But if you’re a brand which not only is known for making the safest cars on the road, you’ve for the history to prove it, it’s a risk to launch a vehicle with safety features lacking.
Volvo’s reputation for quality and reliability may not be too badly affected by this launch strategy, but it’s something I’m sure they’ll want to avoid in the future.
While the EX90’s software-defined nature allows for future improvements, the initial launch with missing features has undoubtedly impacted its reception. Volvo will need to deliver on its promises quickly to maintain customer trust and justify the vehicle’s premium positioning.