Volvo Unveils New S90 Sedan in Bid to Compete With German Rivals

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          GOTHENBURG, Sweden—Volvo Car Corp. unveiled a new sedan on Wednesday, betting on a mix of fuel efficiency and understated Scandinavian design to compete with German rivals and accelerate its comeback on the U.S. market.

Volvo’s new car, the S90, has a sleek body, expressive headlights and a luxurious interior in a bid to seduce drivers attached to the likes of BMW ’s 5 series and Audi ’s A6.

The S90 is part of Volvo’s three-pronged strategy of increasing volume and profit while moving upmarket.

The second car developed entirely by Volvo since China’s Zhejiang Geely Holding Group Co. bought the Swedish brand from Ford Motor Co. , the S90 will arrive in dealerships in the first half of next year, a little over a year after the XC90 SUV.

The XC90 has had a strong debut, helping thrust Volvo’s group sales to a total of 49,055 cars in November, the company’s best month in its 88-year history. Group sales in the U.S. nearly doubled to 6,903 vehicles in November compared with the same month a year earlier, Volvo said earlier this week.

The November rise could herald a turnaround for Volvo in the U.S. following a decade of decline during which unit sales dropped to 56,000 in 2014.

But while Volvo has built up a solid customer base for its SUVs, its previous sedan, the S80, has been a commercial failure.

Like the XC90, the S90 will be offered with optional hybrid, battery and fuel-powered engines. Standard features include security equipment such as lane alignment on highways and a detection function to help prevent collisions with wild animals.

Volvo said the S90, which will be on display at the Detroit Auto Show in January, will be priced on par with its German competitors. BMW’s 5 series retails for between $50,200 and $68,600 in the U.S.

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