The name of the followup to the XC90 is expected to be the EX90, according to recent reports. However, Volvo's previous CEO had a different idea for it. Hakan Samuelsson, who gave up his position in March this year, said as recently as June that the vehicle "will have a name, more like a [newborn] child" and last October he hinted that the name would start with a vowel.
Those comments, in addition to a patent application filed by Volvo for the name "Embla" led many to believe that the brand would mark the EV transition signified by the EX90 with a more human name.
But brand's new CEO, Jim Rowan decided to stick with the alphanumeric nomenclature that Volvo is known for. Rowan believes that this will help maintain brand familiarity and make it easier for customers to connect with the new model. He also said that the new SUV is just the beginning of Volvo's plans to electrify its lineup.
"Different options are continually reviewed when it comes to the introduction of new models and many considerations need to be taken into account, particularly brand familiarity," Rowan said to Autonews. "We have reviewed all the associated factors and ultimately the EX90 marks a new iteration on our current nomenclature and is reflective of our transition toward a full-electric lineup by 2030".
