The Hidden Math Behind Volvo’s Big SUV Ambitions

For this episode, we open with Volvo’s rumored supersized SUV, backed by Geely’s global toolbox and Zeekr’s three-row PHEV. Dealers want a Mercedes-Benz GLS and BMW X7 rival to keep buyers in the fold, but the financials are rough: low volumes, high capex, and a U.S. plant not set up for a true full-size. Importing a China-built variant might pencil out better, assuming tariffs don’t blow up the plan. Underneath it all sits a deeper question—when luxury gets complex, does the customer actually win?