An interview with Volvo Car’s Matt Girgis on the new EX60 and retail strategy

On June 1 in Toronto, Volvo Car Canada hosted an unveiling of its new EX60. This all-electric crossover-utility represents the next evolution of Volvo and its core objectives of safety and sustainability. From a retail standpoint, the introduction of the EX60, which will arrive at dealers in Q4 of this year as a 2027 model signals a new chapter for Volvo’s retail network in this country and the consumer. To gain some insights in how that strategy might play out, we sat down with Matt Girgis, Managing Director, Volvo Cars Canada.

Autosphere: Given that the EX60 is a brand new product for Volvo, what does it signify for Volvo Car Canada going forward?

Matt Girgis: The introduction of the EX60 is a big step for us. If you think about the segments that we play in, such as the D SUV category [medium to large SUV] with products like the XC60, this represents the highest volume segment. Naturally we see the D SUV category evolving over time with more electrified products. Currently we have internal combustion engine and hybrid options, which have been very successful. Now, the natural evolution is for us to maintain and grow our share in the D SUV segment by adding a fully-electric vehicle, which is what we’re doing with the EX60. With this latest product we have a very complete range of vehicles in the segment and within our portfolio, products that we can be proud of. We can offer Canadians a range of powertrain options, with the added benefit of technology, safety, distinctive design and also sustainability. For us this represents a more complete portfolio and product strategy approach.

AS: With the introduction of the EX60, it does appear, that a lot of existing issues revolving around EVs including range anxiety and practicality are being actively addressed. Can you tell us a little about that?

MG: There are three major pain points we’ve observed that act as barriers to electrification adoption. One that we frequently hear when consumers are driving an EV is charging time—that it takes too long to charge. Another is that there’s not enough range. With the EX60 we’ve focused on addressing both of these. The EX60 supports 800-volt charging and can go from 10% to more than 80% battery charge in approximately 18 minutes. In terms of range, the P6 single motor version starts at 514 kilometres and we go up from there. The other key issue for many consumers surrounding EVs is affordability. We’re launching the EX60 with a starting MSRP of $77,500 which is the same as the Volvo XC60 Plug-in Hybrid. So we have a situation where are improving charging time, improving range and taking steps to really address issues around affordability by pricing the EX60 competitively against vehicles in our current lineup.

AS: In terms of rollout and possible sales projections for the EX60, is there anything you can share with us at this time?

MG: What I can say at this time is that our current share of the D SUV segment in Canada is around 7% and our focus is to grow it over time by introducing products that appeal to a broader audience, including vehicles like the EX60. For example if you are currently a Plug-in Hybrid customer, are you going to take the step to going fully electric if that option is available? We expect that to happen over time, but again, it comes back to having a range of choices and options for customers, so they can select the vehicle and ownership experience that best fits their needs.

AS: In terms of availability of the vehicle, when are Canadian retailers going to start receiving them?

MG: Demonstrator models for dealers are targeted for the early fall season, and then customer units will start coming in after that, so it will be in Q4 of this year when we expect inventory to be widely available for our dealers across Canada.

AS: How do you see the EX60 fitting into not only Volvo’s overall brand strategy in terms of retailing and customer appeal, but the wider SUV and new vehicle market in Canada?

MG: With the EX60, we feel have a product that rounds out both our offerings and the SUV segment overall. Additionally, it helps move us forward when it comes to electrification. To have a vehicle like this in a segment that is driven by volume sales, and then combining that with the advancements in technology, safety and design, it goes beyond electrification, enabling us to level up to having a global product with universal appeal. The design is attractive and unique and it differs from what we have with the XC60 today. From our perspective, the EX60 is well positioned to bring new customers into the Volvo brand and we feel our dealers will see more of these conquest customers.

AS: Any final thoughts?

MG: We’re very excited about this next chapter in our evolution and we think this new product will really resonate with Canadians.