Volvo EX90 luxury SUV arrives in Africa

April 02, 2025

From the newsletter

The Volvo EX90, an all-electric luxury SUV, has officially launched in South Africa, its first market in Africa. The SUV, which was introduced to the South African public last week, is set to hit local dealerships this month. It has a 111 kWh battery with a range of 604 km and is priced at $144,287. It seeks to replicate the success of the Volvo EX30, the most sold EV in the country. 

  • The entry of the seven-seater EX90 heats up competition in the luxury electric SUV market in South Africa, which continues to attract new brands. Other brands in this market segment include the Volvo XC40 Recharge, Volvo C40 Recharge, Mercedes-Benz EQB, Mercedes-Benz EQS SUV, BMW iX, Audi e-tron, and the Jaguar I-Pace. 

  • Volvo, particularly Volvo Trucks, has a significant presence in several African countries, including South Africa, Kenya, Uganda, Tanzania, Morocco, Algeria, and is expanding its operations in the region. The launch of the EX90, which entered production in May 2024, in South Africa paves way for its introduction in other countries on the continent.

More details

  • The EX90 boasts a spacious, tech-filled interior with a minimalist design. It offers seven seats, making it ideal for families, and includes features like intelligent cockpits and connectivity options. It is set to compete with other premium electric SUVs like the Audi Q8 e-tron and BMW iX. 

  • The SUV boasts electrically adjustable, heated front seats with massaging functionality, heated second-row seats, and a panoramic sunroof. It is touted as the safest vehicle the brand has ever produced.

  • Volvo is the largest EV seller in South Africa. The company sold 539 EVs in the country in 2024 and expects sales to grow further in 2025. Its most popular brand is the EX30, a compact electric SUV loved for its low cost. It has a range of 480 km. 

  • This comes amid increased demand for EVs in South Africa. A total of 1,257 fully electric vehicles were sold in the country in 2024, marking a 35.3% year-on-year increase compared to 2023. New energy vehicles, including pure EVs, plug-in hybrids and traditional hybrids, accounted for 3% of vehicle sales during the period. 

  • The addition of the EX90 will see the number of EV models in South Africa continue to rise this year as several models including sedans, SUVs, pick-ups, and heavy duty trucks have been announced for the country in 2025. They include the BYD Shark and Ford Ranger PHEV pick-ups, Geely’s electric Riddara pick-up, BYD Dolphin Mini to name just a few. 

  • The electric SUV market in Africa is projected to grow significantly in the coming years, with a compound annual growth rate of 44.4% from 2024 to 2030. This growth is expected to be fueled by rising consumer interest, government incentives, and the introduction of new models by global manufacturers. 

Our take

  • The EX90’s launch could accelerate interest in South Africa’s luxury electric SUV market, particularly among affluent buyers. Its features and premium positioning might attract customers who are looking for sustainable yet high-end mobility options.

  • With Volvo’s existing presence in countries like Kenya, Uganda, and Morocco, the EX90 could soon debut in these regions as Volvo capitalizes on the momentum of its South African launch. Demand for luxury EVs may gradually grow in these markets. 

  • The introduction of the EX90 adds pressure on competing brands like Mercedes-Benz, BMW, Audi, and Jaguar to refine their EV offerings for the African market. This could lead to new models, lower prices, or enhanced features to stay competitive.