Volvo has never been a high-volume brand in the U.S. However, it has a few popular models, namely its SUVs. The Volvo XC40 is the brand’s subcompact SUV offering, competing with the likes of the BMW X1, Audi Q3, and Mercedes-Benz GLA-Class. The XC40 has stand-out styling, a spacious interior, and an available electric powertrain. Although it has a lot going for it, the XC40 doesn’t sell as well as the compact XC60 or midsize XC90.

According to data on GoodCarBadCar, The XC40 has sold 17,088 models so far this year. However, there are three Volvo models with even lower sales numbers in 2023.

Volvo S60/V60 – 6,005 units

The Volvo S60 is the Swedish brand’s compact sedan offering, and its wagon variant is called the V60. The Volvo S60 is a nice compact sedan, but it fails to stand out against class leaders like the BMW 3 Series, Mercedes-Benz C-Class, and Audi A4. With a front-wheel-drive configuration and a so-so base engine, it just doesn’t have the same driving excitement as its German rivals.

Even some of the more affordable options in this class are more compelling than the Volvo S60. The Cadillac CT4 and Acura Integra are sporty and stylish sedans at lower price points than the Volvo. It adds up to a compact luxury car that’s good but just not very competitive.

Volvo C40 – 5,456 units

The Volvo C40 is a bit of an odd duck in the brand’s lineup. It’s an all-electric SUV with a coupe-like roofline, 402 hp, and up to 226 miles of range. This is another model that struggles to compete with its rivals, mainly because of its starting price of $55,300.

There are many electric SUVs with longer driving ranges and lower price tags. Just a few include the Ford Mustang Mach-E, the Nissan Ariya, the Volkswagen ID.4, and America’s favorite EV, the Tesla Model Y. It’s no wonder why it’s not matching up to the Volvo XC40’s sales figures.

Volvo S90/V90 – 1,494 units

The slowest-selling Volvo model is the S90 sedan and its V90 wagon counterpart. You might see where this is going by now. The S90 is a nice midsize luxury sedan, but its top rivals in a similar price range are outstanding.

The S90 will especially struggle to compete this year with all-new generations of the BMW 5 Series and Mercedes-Benz E-Class coming out for the 2024 model years. The all-new BMW i5 is an all-electric luxury sedan with a starting price very similar to the plug-in hybrid S90 Recharge (they both start in the mid-$60K range). It’s a far cry short of the Volvo XC40’s sales numbers.

Volvo XC40 sales might be affected by the automaker going all-electric by 2030

The writing is on the wall; the 90-Series will likely be either discontinued or thoroughly updated in the near future. Volvo has committed to being an all-electric brand as soon as 2030, so the S90 and V90 will either go all-electric or disappear. Likely, this will also affect other models in the lineup, including the Volvo XC40 along with the other SUVs.