What's in a Name? Volvo Reveals 'XC40 Recharge' and 'Volvo Recharge'

Steph Willems
by Steph Willems

Volvo Cars’ new electric crossover has a name, and it just happens to be something people hate doing. The XC40 is the brand’s new EV, crafted out of the compact XC40 crossover and helped in its mission by the model’s versatile modular platform. To make it work, Volvo first carried out some alterations. See details here.

“Recharge” isn’t just the name applied to the brand’s new EV ⁠— it’s a new sub-brand under which all upcoming EVs and plug-in hybrids will reside. An invitation to confusion or buried psychological disdain? Possibly.

As plug-in hybrids are not a new thing in the Volvo lineup, the brand already boasts numerous vehicles worthy of the badge. And they’ll get that badge, starting now. As more fully-electric models enter the fray, they too will gain a Recharge label.

It’s something of an odd strategy to lump both PHEVs and EVs under the same banner, as donning the name “Recharge” implies that the vehicle requires it. In a PHEV, one needn’t plug in their vehicle ever again, should they choose to ignore why they paid thousands more for such a feature.

As for EVs, range anxiety remains an issue afflicting the segment, despite advances in battery capacity and driving radius. You can’t carry a jerry can of electricity back to your car after paying the occupants of a nearby farmhouse for it. With this in mind, naming a vehicle after the thing that weighs heavily on the psyche of some buyers is an interesting decision.

Then again, Volvo has an aggressive electrification plan underway. The brand hopes to make EVs account for half of the automaker’s sales by 2025 ⁠— a lofty goal, to be sure, given current adoption rates (Europe and Asia will clearly do the heavy lifting). All Volvo models will be electrified in some way under the plan, meaning no purely gas-powered vehicles. The automaker expects PHEVs to make up 20 percent of its volume next year.

“From early 2020 customers entering the Volvo Cars website will first be asked whether they want a Volvo Recharge car or not,” the automaker stated. “To further encourage electric driving, every Volvo Recharge plug-in hybrid model will come with free electricity for a year, provided through a refund for the average electricity cost during that period.”

As for the XC40 Recharge, the all-wheel drive crossover generates up to 408 horsepower and boasts a range of 249 miles on the European WLTP cycle. EPA figures should pare this back to just over 200 miles.

The XC40 Recharge carries another innovation for the company that, like the powertrain, is often associated with the act of recharging. The model is Volvo’s first vehicle outfitted with Google’s Android operating system as the brains behind the infotainment screen.

Expect pricing to land closer to the model’s on-sale date.

[Images: Volvo Cars]

Steph Willems
Steph Willems

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  • ToddAtlasF1 ToddAtlasF1 on Oct 17, 2019

    It was bound to happen. Something was lost in translation from the original Chinese and Geely named their new EV in a way that serves as a brutal reminder that buyers have chosen a technology that's been justifiably obsolete for a century.

    • See 1 previous
    • ToddAtlasF1 ToddAtlasF1 on Oct 17, 2019

      @SCE to AUX It needs to refer to the least desirable quality of their product, like "Overpriced Chinese Garbage," or considering their involvement in totalitarian efforts to give our cars illegal search and seizure capabilities, "Commie POS."

  • HotPotato HotPotato on Oct 18, 2019

    Ugh. Picking the name of the thing that's most feared and misunderstood by EV novices will just scare off ICE drivers. And lumping the PHEVs in with the EVs will drive off EV buyers, since Volvo's PHEVs are the usual bad-faith Euro tax-dodge variety that's unable to eke out more than maybe a dozen miles range, and can't keep the ICE extinguished unless you drive like there's a fragile ostrich egg under the accelerator. Marketing fail from either angle. That said: 408 horsepower in a subcompact CUV!? That sounds like some tire-shredding fun. Let me guess: Volvo isn't targeting a price of just $40k before incentives for this tough little robot anymore.

  • TCowner We've had a 64.5 Mustang in the family for the past 40 years. It is all original, Rangoon Red coupe with 289 (one of the first instead of the 260), Rally Pac, 4-speed, factory air, every option. Always gets smiles and thumbs ups.
  • ToolGuy This might be a good option for my spouse when it becomes available -- thought about reserving one but the $500 deposit is a little too serious. Oh sorry, that was the Volvo EX30, not the Mustang. Is Volvo part of Ford? Is the Mustang an EV? I'm so confused.
  • Mikey My late wife loved Mustangs ..We alway rented one while travelling . GM blood vetoed me purchasing one . 3 years after retirement bought an 08 rag top, followed by a 15 EB Hard top, In 18 i bought a low low mileage 05 GT rag with a stick.. The car had not been properly stored. That led to rodent issues !! Electrical nightmare. Lots of bucks !! The stick wasn't kind to my aging knees.. The 05 went to a long term dedicated Mustang guy. He loves it .. Today my garage tenant is a sweet 19 Camaro RS rag 6yl Auto. I just might take it out of hibernation this weekend. The Mustang will always hold a place in my heart.. Kudos to Ford for keeping it alive . I refuse to refer to the fake one by that storied name .
  • Ajla On the Mach-E, I still don't like it but my understanding is that it helps allow Ford to continue offering a V8 in the Mustang and F-150. Considering Dodge and Ram jumped off a cliff into 6-cylinder land there's probably some credibility to that story.
  • Ajla If I was Ford I would just troll Stellantis at all times.
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