2028 Volvo EX100 a real possibility.

It seems Volvo has its eye on the Cadillac Escalade. Well, at least the Mercedes GLS. Something bigger and more expensive than the current EX90. And especially, something with a more impressive profit margin.

The Mercedes GLS routinely sells over 20,000 units a year in the US. The larger Mercedes SUV starts at over $90,000. Unlike the previous generation, the current model is pretty much a longer, 3-row version of the 5-seater GLE. Which starts at around $28,000 less.

The Volvo EX90 currently starts at $81,300 in the US. Something even larger and more luxurious would have to be close to $100,000. That means even above the Mercedes. And actually even closer to the Cadillac Escalade IQ.

I have been in the Volvo EX90, and its interior is quite luxurious. It’s almost hard to imagine how much better or more luxurious a Volvo interior can get. But again, the interior of the Mercedes GLS is almost exactly the same as the much cheaper GLE. However, the Volvo EX90 is already a large 3-row SUV.

The illustration above shows a larger Volvo SUV that has a sleeker design than the EX90, which is probably all wrong. Newer Volvos have not been very sleek-looking. Like the new EX60 and ES90. Usually these days, bigger means “blocky”. Something more imposing and obnoxious seems to be the norm when you move upmarket.

I think this new huge SUV will be a version of a new Chinese Zeekr model, like the upcoming new Zeekr 9X SUV.

Just imagine this with a Volvo front end, and here you are. No shame.

If you think it can’t be done, or that Volvo wouldn’t dare just rebadge a Chinese Zeekr model, it’s been done before. With the EM Minivan above. Which is basically, yes, a Zeekr minivan with a Volvo front end. It’s not that hard.

That also means an even larger profit margin. Which is the point of all these giant “luxury” SUVs in the first place…