Volvo Heavy-Duty Trucks Get a Makeover
The new Volvo VNL. Credit: Claude Boucher
The new Volvo VNR. Credit: Volvo Trucks
Magnus Koeck, Vice-President, Strategy, Marketing and Brand Management at Volvo Trucks. Credit: Claude Boucher
Volvo has undertaken a complete renewal of their heavy-duty truck lineup for North America.
Volvo kicked off the renewal of their truck lineup last year with the launch of the new-generation VNL long-haul tractor, followed this year by the regional-haul VNR. Next in line are the battery-electric VNR, the heavy-duty VNX, and the vocational VHD. The goal behind this full redesign is clear: increase market share.
Nearly seven years after the previous VNR made its high-profile debut in Montreal, Volvo has begun a complete overhaul of their North American lineup. Development of the new generation started in 2017, and the first model was introduced last year. This is a complete redesign rather than one of the usual industry refreshes, often referred to as “hood jobs,” and limited to cosmetic updates.
“The all-new Volvo VNL and VNR are real game-changers”, says Matthew Blackman, Managing Director at Volvo Trucks Canada. “We’ve completely redesigned both trucks—with 90% being brand new—and the improvements are significant, especially when it comes to fuel efficiency. Both trucks are built to be more fuel-efficient than ever, which is not just great for reducing operating costs, but it’s also a win for the environment.”
Everything has been redesigned, both inside and out, from the mechanical systems to the onboard technology. At first glance, the truck features a sleek, modern design that improves aerodynamics and delivers a seven percent reduction in fuel consumption on its own. A narrower, more rounded hood, a curved windshield, and closely-fitted fairing elements all work together to streamline airflow. The new VNL even earned a 2025 Red Dot Product Design Award in the commercial vehicle category.
“When most people hear design, they think of automotive or fashion, not heavy-duty trucks. However, for our team, design plays a critical role in everything from fuel efficiency to driver comfort,” says Brian Balicki, Head of Design, Volvo Trucks North America. “With the all-new Volvo VNL, we started with a blank sheet of paper and reimagined the truck from the ground up.”
Like the VNL, the new VNR comes with a redesigned interior that is more comfortable and driver-friendly. The dashboard is fully digital and introduces new features, including electric controls for the trailer and parking brakes. A key innovation is the addition of a 24-volt European electrical system, which allows for the integration of several technologies already used in Volvo trucks around the world. This system, a first in North America, is more powerful, more energy efficient, and compatible with a wide range of components developed in Europe.
The new Volvo models are also equipped with an advanced driver assistance system, Volvo Active Driver Assist (VADA), which includes pedestrian detection and automatic emergency braking, which issues alerts when the driver is unable to respond. A new optional camera-based mirror system is also available, allowing for smaller traditional side mirrors.
Under the hood, Volvo’s D13 engine has been upgraded with a new piston design, more efficient injectors, and a variable flow oil pump. Together, these enhancements deliver an additional three percent improvement in fuel economy.
The VNR, the regional-haul version built on the new platform, shares most of the same features as the VNL, but with a shorter hood, resulting in a bumper-to-back-of-cab (BBC) measurement of 113 inches, instead of 125. It also comes with fewer options for exterior styling and interior comfort.
First off the line
Volvo is the first truck manufacturer to carry out a complete overhaul of their entire product lineup. The goal behind this strategy is to increase their market share, which currently stands at just over 10 percent in North America, compared to nearly 18 percent in Europe. Volvo has set an ambitious target for 2030, says Magnus Koeck, Vice President, Strategy, Marketing & Brand Management at Volvo Trucks.
“We want to reach 15%, and I truly believe it’s possible,” says Koeck. “I’m very confident that we have everything we need in order to grow our business both in the U.S. and Canada. We announced last year that we will build an additional plant in Mexico, where we will build both Volvo and Mack trucks, then export to the U.S. and Canada. It’s happening as we speak. That will increase our overall capacity to meet our target. We don’t invest hundreds of millions of dollars if we are not confident that we can grow, and that goes for both brands in the U.S. and Canada.”
According to Matthew Blackman of Volvo Trucks Canada, the company is already seeing stronger results in the Canadian market. “Volvo’s market share in Canada has been consistently higher than our combined North American numbers,” he says. “We really attribute this success to two key factors: our strong dealer network across Canada, plus the loyalty of our customers over the years, and their ability to stay competitive in the market, which allows them to continue to make capital investments in their fleets. We’ve built some great relationships with fleets and drivers, and that trust has really helped us maintain a solid presence in the Canadian market.”
Blackman reports that customer response to the new VNL has been overwhelmingly positive. “These trucks represent a revolution in both the Volvo Trucks’ portfolio, and the industry as a whole,” he says. “We're excited to see how they transform our customers’ fleet operations."
Energy transition
Volvo was the first manufacturer to offer a battery electric version of their regional haul truck. In Europe, their entire truck range is available with electric drivetrains, including the FM Low Entry model, designed for waste collection. As a result, Volvo now holds the top spot in global electric truck sales.
It is a promising market, says Koeck, but one that has been slow to gain momentum. Limited charging infrastructure, weakened environmental regulations in countries like the United States, and the lack of incentives in several markets have all contributed to slower adoption. Despite these challenges, he continues to believe in its potential.
“When we look back to 2017/2018, when we decided that we would do the VNR battery electric first, the market had expectations of going much faster that it has. It will come, for sure, and that’s why we are still putting lots of R&D money into the new technologies, including the battery electric."
Volvo is also developing cleaner energy alternatives, including hydrogen. But according to Koeck, when it comes to long distance trucking, diesel is not about to be replaced anytime soon.
“We are continuing our path to develop all the different technologies, and we truly believe that there is room for different technologies,” Koeck adds. “And I would say that diesel, in a foreseeable future, will still be the predominant fuel. That’s why we are still putting a lot of effort into developing that to be more fuel efficient, to be cleaner.”
