Volvo’s ex60: silence the electric skepticism – or is it too late?

Erik Severison, Volvo’s number two, wasn’t mincing words last week. He was staring at the first EX60 rolling off the Gothenburg line, and frankly, he was unimpressed with the persistent hand-wringing around electric vehicles.

Three battles, one suv

Severison, and I wholeheartedly agree, identified three key hurdles: range anxiety, charging times, and, crucially, price. The Volvo EX60 aims to dismantle these objections, boasting a 810-kilometer range—enough for truly long journeys—and a 10-minute rapid charge thanks to its 400V architecture – a speed that rivals a traditional fill-up. And, perhaps most surprisingly, the EX60 is priced competitively with its combustion engine counterpart.

But it’s not just about the EX60. Just weeks prior, I witnessed similar optimism surrounding the Cupra Raval. This compact electric vehicle packs a significant range, achievable charging times, and a starting price hovering around a very palatable 25,000 euros. That’s a compelling proposition, shifting the conversation entirely.

Beyond aesthetics: the missing piece

However, I’d argue there’s a fourth, and arguably more significant, factor holding back the widespread adoption of EVs: design. The initial wave of plug-in vehicles often prioritized function over form, resulting in some rather…uninspired boxy designs. It created a perception of the electric car as bland, a purely utilitarian commuter – a far cry from the emotional connection buyers crave.

Fortunately, that’s evolving. Manufacturers are finally recognizing that design remains the primary driver of purchase decisions, particularly in a market like Spain. We’re seeing a demonstrable increase in electric vehicle sales, currently at 10% nationally, and climbing to 21% when including plug-in hybrids. The momentum is building, but significant investment is still needed to secure domestic production of new electrified models.

Don’t be fooled by the electric hype. There’s a desperate need for a national awareness campaign to dispel the myths surrounding EVs – the battery concerns, the charging logistics, the actual user experience. And, let’s be honest, the vast majority of buyers who switch to an EV never return to a gasoline-powered vehicle. It’s a simple, undeniable truth.”n