Volvo's Ex90 Hits Sa As Brand Eyes Younger, Tech-savvy Buyers

The company, which launched its range-topping EX90 battery-electric vehicle in South Africa at the end of March in Stellenbosch - which TechCentral attended - said it is aiming for 20 market share in EVs, by unit sales, though it didn't specify by when.

It also said at the EX90 launch that it plans to introduce four new EV models in South Africa during the course of 2025, including the ES90 - effectively the sedan version of the EX90.

But Volvo's global aspiration to become a fully electric brand by 2030 faces particular obstacles in South Africa, where infrastructure limitations and the absence of the sort of robust consumer incentives seen in many other markets are slowing the transition from internal combustion engines.

Consequently, the company acknowledges that achieving complete electrification in South Africa might have to be extended until 2033. Despite this, Volvo said it remains dedicated to the transition, drawing inspiration from successful electrification strategies in Brazil and Mexico.

However, a notable and somewhat divisive design element is the prominent Lidar sensor positioned atop the windshield. This advanced technology significantly enhances the vehicle's safety capabilities by detecting potential hazards up to 250m away, day or night. But despite its safety benefits, the sensor's conspicuous placement drew mixed opinions during the launch event, with some feeling it detracted from the vehicle's otherwise sleek silhouette. Aside from this, the EX90's design is relatively understated.