Volvo has decided that its flagship electric crossover EX90 should break the psychological €100,000 barrier. And it did — the new Ultra Executive Edition tops the existing Ultra trim and is offered exclusively with the two most powerful drivetrains.
The choice is simple and painful for your wallet at the same time: Twin Motor with 456 hp or Twin Motor Performance with 680 hp. To the standard Ultra equipment, the Swedes have added Bowers & Wilkins audio, air suspension, 22-inch alloy wheels, Nappa leather upholstery and ventilated front seats.
The price tag? The Twin Motor Ultra Executive Edition starts at €102,995. The Twin Motor Performance — from €108,495 minimum. The premium over the standard Ultra is just €3,500, and here’s the real trick: if a buyer were to spec the same options individually, the package would cost €8,400. Which means Volvo is essentially selling luxury at a discount of nearly five grand.
While rivals slash prices and chase the mass buyer, the Swedes are heading the opposite way — upward. The EX90 is drifting away from the family crossover label and closer to status object territory. And judging by the logic of this upgrade, it’s only the beginning.
