Well-Intentioned, Failed
The distinctive Volvo 480 was once intended for sale in America, but ultimately never made that step. With the current Volvo EX30, the crossing has already succeeded, but the American adventure could easily be over again if the high import duties that President Trump threatens really come into effect.
‘Side markers’, thick bumpers, daytime running lights: the Volvo 480, designed and built in the Netherlands, was completely ready for the American market in the late 80s. The American career of the distinctive hatchback with pop-up headlights ultimately did not go through, according to tradition mainly because of unfavorable exchange rates.
The Volvo EX30, now (also) built in Belgium, will not suffer the same fate, because this car has already been introduced to the US market. Volvo registered 631 units in April, but the EX30 could still end up like the 480. Volvo CEO Hakan Samuelsson told Reuters that running the small EV profitably in North America will simply be impossible if the import duty that Trump threatens really comes into effect.
That levy of no less than 50 percent on goods from the EU has now been postponed until July. The stated percentage undoubtedly serves as an opening bid for a negotiation that could ultimately have a less drastic result, but even then it could theoretically be difficult for Volvo to offer its smallest and most affordable model in America. The EX30 has a starting price of $46,195 (MSRP) in the US, converted to around €40,600. That is considerably more than what the EX30 should cost us, until you realize that for the amount mentioned in the US you immediately buy a Twin Motor Performance in Plus trim. That version costs €47,795 in our country, and then the American price is suddenly not so bad.
It is now certain that the EX30 is significantly affected by import duties here and there. The car was initially only built in China, which quickly proved hopeless for the American market. The American market introduction was therefore postponed until the Belgian production of the EX30 was a fact, but now there is a chance that this route will also be cut off.