The fight for the cheap electric vehicle is materializing. Despite battery-electric cars not quite being at cost parity compared to their ICE counterparts, automakers know that they have to have more affordable, mainstream offerings—even if those are loss-leaders for the time being—to win over converts and earn brand loyalty. Volvo isn't about to join in that fight, though. In fact, it's all about keeping a "premium" vibe in a world where others are champing at the bit to get more market share.
