Volvo had its best September yet for car sales in the UK last month, a success attributed to the introduction of its EX30 model and an improved retail sales model, according to managing director Nicole Melillo Shaw.

The Swedish brand sold 11,569 cars last month, up 23% on last year and accounting for 3.7% overall market share. Year-to-date, it has increased 5%, from 49,177 to 51,388 units.

Talking about September's sales, Melillo Shaw told Autocar: “What it really comes down to is that we’ve moved to the direct-to-consumer model, we’ve launched the EX30 and we’ve really got to grips with our retail journey. We have some momentum in terms of how we go to market with our consumers and how to make sure our brand is appealing to them.”

The XC40 is Volvo’s biggest seller - it is the 10th most popular car in the UK in 2025 so far - but Melillo Shaw said: “The EX30 has gathered momentum in the last few months. We’re now seeing that it’s doubled in terms of orders so it’s really important [to us] particularly with our ambition for electrification.”

Volvo has been criticised over the last year for significant software issues on the EX30 and the EX90, the latter of which was delayed for those reasons. Melillo Shaw said: “EX90 is by far our most technologically advanced product. We’re proud of what we’ve achieved and we’ve learned a lot along the way. We take those learnings as we move forward in our electrification journey. 

She continued: “We are committed to technology and it's important that we can continue to evolve on that. As we launch model year 26, there is a significant software update. We’re working really hard to ensure customers get a better product with every update that comes along.”

Volvo will launch both the ES90, an all-new high-riding saloon, and the EX60, an electric equivalent to its big-selling XC60, next year.

Melillo Shaw described the ES90 as “inevitably a fleet car because of the profile and segment it operates in”, but added that its big sell is over 430 miles of range which would appeal to many.

Meanwhile she described the EX60 as “pivotal” for growth, adding: “The EX60 is going to be a key building block for us as a company and particularly in the UK.”