The Swedish automaker is calling it the largest product push in its history, with every new model due by the end of the decade.
Volvo said it is launching 13 new car models by the end of the decade in an effort to revive its fortunes, describing the plan as the largest product push in the company's history. Shares advanced in European trading on the announcement.
A volume strategy for a difficult market
Automakers facing slowing demand and intensifying competition, particularly from lower-cost electric vehicle entrants, have increasingly turned to rapid model refreshes as a way to defend market share. A 13-model rollout compressed into a few years is an aggressive version of that strategy, and it carries execution risk: launching that many vehicles in a short window strains engineering, manufacturing and marketing resources simultaneously.
What to watch
Which of the 13 models Volvo prioritizes first, and how quickly they reach showrooms, will offer the first real test of whether the plan is achievable on the timeline the company has set out.