Volvo's EX90 SUV was supposed to usher in a new era in electric mobility and the automotive industry in general. However, the vehicle has faced various problems since its launch, including blank infotainment screens , faulty air conditioning systems, and driver assistance system failures. And let's not forget the lack of functional lidar sensors.
Improving the Volvo SUV EX90
Now, though, the EX90 is getting a facelift, and the automaker promises a much-improved experience. In addition to a new 800-volt architecture for improved charging, the Volvo EX90 now features a computer that runs on Nvidia’s Drive AGX Orin system-on-a-chip. This computer upgrade will enable “new and improved safety, collision avoidance and driver assistance features,” according to Volvo.
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Volvo is also bringing a number of new safety-. Chief among them is Emergency Stop Assist. Thanks to this, the car will come to a controlled stop in its lane if the driver fails to respond to a series of warnings. Volvo envisions this technology working in situations where the driver has a medical emergency and can no longer control the vehicle.
The addition of this system highlights how technology can address real driving and safety. The car’s ability to react autonomously in emergency situations shows that Volvo is investing not only in electrification but also in reducing risks to the driver and passengers. The intensity in infrastructure development and the integration of advanced AI systems confirm that car manufacturers are now operating at the crossroads of technology and safety.
The news of the upgraded Volvo EX90 comes as Volvo is banking on a 50% increase in volume over the next five years. That increase is backed by a $1.3 billion investment in its Charleston, South Carolina, plant. Volvo plans to build the XC60 mild and plug-in hybrids at the plant. It also says a new, unnamed “next-generation hybrid model” will be built there by 2030. There’s no mention of the upcoming all-electric EX60 midsize crossover, which will be officially unveiled on January 21, 2026.
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Volvo’s push to increase production and strengthen its technology infrastructure in the US is a clear example of the strategy that automakers to address the challenges of electrification. The investment in the Charleston plant is not only about increasing production by 50% but also upgrading the company’s ability to integrate advanced AI and electrical infrastructure. This highlights the importance of modern technology in the automotive industry, where computing power and advanced safety features are now critical differentiators.
Volvo will have a tough task ahead. In August, the automaker sold just 49,273 cars globally, a 14% drop year-on-year and the lowest volume so far in 2025.
The weak sales in August show that the market is not easy. Consumers demand reliable and fully functional electric vehicles, while increasing competition requires a fast and effective marketing strategy. The success of the EX90 and future hybrid models will depend on how Volvo can combine technological superiority, user experience and reliability in everyday use.
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The company's strategy is an example for the entire industry: investing in electric mobility and technology is not enough on its own, coordination of infrastructure, safety and customer experience is required to establish a leading position in the global market.
