[Omkar]

We recently had a thread on whether you consider Audi to be on par with BMW and Mercedes and an interesting comment was dropped.

Originally Posted by DuHasstMich

Off-topic - But would be interesting to have a similar thread for Volvo as well, with extra-ordinary safety features and feature-packed Sedans/SUVs, would love to see how our members feel about Volvo.

The only grouse I have with them is the limited model lineup.

Now, let’s talk about Volvo in India. Volvo forayed into the Indian market in 2007 with the S80 sedan and XC90 SUV. The Swedish manufacturer never really made any big dent in the sales numbers of other brands. The model line-up has always been very limited, and Volvo has become more of a niche brand in the country. But that doesn’t take away from the fact that their current crop of cars is extremely desirable and attracts a certain set of audiences. Volvo has truly evolved on the design front, with some stunningly styled cars replacing boring ones. In fact, one of the reasons why people buy a Volvo is to get something "different" as cars from the German trio have become way too common on our roads.

This is clearly a brand that has done very well under Chinese ownership, just as Range Rover has under Indian ownership.


Image Source - deepak_bajaj's Ownership Review

What’s worked for Volvo in the past is their focus on safety. With the amount of research and tech they’ve put into their cars, the name Volvo has pretty much become synonymous with safety (even though all luxury car competitors offer 5-star safety too).



Traditionally, Volvos have had boring designs. However, their recent vehicles, especially the current generation of cars, have changed the age-old impression of bland-looking cars. The current crop of cars has a blend of minimalistic, yet classy designs with edgy styling elements. They look great IMO with clean lines and perfect proportions. Even when it comes to the interiors, the styling is timeless and the quality is good. All in all, what works for Volvo is the kind of brand identity it has created which incorporates safety, minimalistic design and a focus on being environmentally conscious.

Additionally, many Volvo models are well-priced, nicely undercutting the direct competition.



From all that’s good, to some things that aren’t. One of the reasons why people don’t buy Volvos is that performance hasn’t been a strong suit for the Swedish manufacturer, especially when compared to the German trio. This has been the case across all the IC engine-powered cars from Volvo. There was the Volvo S60 Polestar that was launched in India, but it was brought in limited numbers. In general, Volvo doesn't offer big turbo-petrols or 6-cylinder turbo-diesels (the German marques do). If you want performance, Volvo does have some f-a-s-t EVs like the C40 Recharge which has 400 BHP on tap, but electric power isn't for everyone. Volvo has promised to go all-electric by 2030.



Even in terms of the overall driving experience, the ICE Volvos really don't match up to the competition. Then, there is just the one S90 for sedan lovers from Volvo in India. Otherwise, their model lineup is just SUVs & Crossovers. Because of the limited sales, the dealership network is smaller than the larger players.

While some enthusiasts do end up with Volvos, it is safe to say that BMW (especially) & Mercedes are more popular with petrolheads.

The rivalry in this segment is only intensifying with Mercedes & BMW strengthening their products, Audi offering superb value (e.g. Q7 at the price of a new GLC), mainstream brands moving upmarket (e.g. Ioniq 5, Kia EV6 & upcoming EV9) and the increasing ambitions of Range Rover, Lexus etc.

So, do you consider brand Volvo to be on par with Audi, BMW and Mercedes? Do share your thoughts.

[Omkar]

Thread moved out from the Assembly Line.

[Foxbat]

For me Volvo is always something different, not mainstream but quirky and interesting. When one drives by I always take a second look just like for a Saab.

However I never considered it in the same segment as BMW, Mercedes or Audi. Although when I think of a "Safe Car" Volvo is probably the Brand which comes on top. When comparing between a 5 series and a A6 recently the Volvo brand never even remotely came up(after reading the above post I realized the Volvo S90 is in the same segment ).

[Geo_Ipe]

Voted - Yes

Volvo is personally a brand synonymous with safety & innovation. The invention of the 3 point seatbelt was nothing short of brilliant. However, what was exceptional was their decision not to patent/trademark it, so today even Tata Nano drivers can travel with basic safety. That kinda legacy is difficult to beat, however fun to drive or technology filled other brands are!

Nils Bohlin - inventor of the modern 3 point seatbelt


I'm no expert in the luxury car segment, but as an average Indian consumer, I definitely would consider the Swedish carmaker if I was in the market currently. The XC90 is what is love in my garage.

[ajmat]

I rate Volvo's highly. More on par with Audi. They are very similar in terms of front wheel drive bias and smart interiors. They might not provide the on-edge driving experience but they are unstoppable in adverse conditions.

I really enjoyed the V90 Cross Country between Mangalore and Madikere in adverse monsoon conditions.

[kosjam]

I don't claim to be an expert, but as an aficionado,

On par with the German trio with respect to, Safety? Quality? Engineering? Definitely Yes.

On par with the German trio with respect to Brand Equity? Luxury Quotient? Status Symbol Value? Not really.

[Rajjaiswal92]

Whenever i see a Volvo i always assume the person driving it is a person of mind over heart, who takes decisions not on the basis of impulse but on facts.
When i had the chance to buy one back in 2020 it just didn’t go well with what my heart wanted, surely it was comfortable, well laid out, top notch safety but then again sometimes your heart is just not there. To sum it up yes it is on par with the Germans or even above in safety but maybe for some low on desirability.

[GTO]

Voted for NO. My mind's luxury car hierarchy goes something like this:

Level 0 (rarified air): Blueblood marques like Rolls Royce, Bentley etc.

Level 1: Range Rover, Maybach

Level 1.5: Porsche

Level 2: Mercedes, BMW, Land Rover

Level 3: Audi (discount brand). Lexus (boring). Jaguar (outdated cars)

Level 4: Volvo. Genesis. Acura. Infiniti.

For me, Volvo is behind even Audi which has better build + quality + engines + AWD + driving pleasure, and Lexus which is really all about uber-comfort levels, customer pampering & topnotch reliability.

I love some Volvo cars, but it doesn't have the brand (many of my family & friends still think of Volvo buses), big petrol or diesel engines, or sheer driving pleasure (ICE cars). Where they are rocking & rolling is the 60-lakh EV segment. I've driven the C40 Recharge & absolutely loved it.

Volvo knows this. That's why it is usually priced lower than the direct German competition. That's why its sales are usually lower too.

[Asoon]

Its a differentiated product / brand. thats it I cannot think anything out of this

Neither it carries the road presence or the perception among the buyer which Merc / BMW / AUDI / LR carries. It is ok in all segments, one needs to be outlier in a attribute to build a brand positioning [Merc - Luxory, BMW - Driving, LR - Luxury SUV, Road presence Porshe - Fast Cars, Eye Candy, Jeep - Off-roading, Land Cruiser - Power + Capability], Every product brand has a persona, a story , a positioning

Persona for Volvo Cars is missing

[iamahunter]

For most of non-enthusiast car owners/buyers in India, brand Volvo, represents a bus.

And as an enthusiast, we are aware that brand Volvo represents safety over power, luxury or looks.

Hence, it makes no sense to compare it to Luxury or Uber Lux brands.

So, Do I consider brand Volvo to be on par with Audi, BMW & Mercedes?
Ans: Incorrect question!

[Sensible_Speed]

Volvo silently built up a strong following with their sensible and luxurious products and quality affordable after-sales support. While their internal combustion sales numbers have fallen of late, people still see value in their offerings. The XC40 Recharge is quite popular with a segment of buyers with demand justifying the launch of a lower priced single motor version. Unfortunately, their global strategy seems to be a bit confused today with the indecisive market conditions. Volvo would do well to expand their line-up in India and work on local assembly to be competitive in the market again.

[androdev]

I would consider Volvo to be on par with other luxury brands in India because: 1. Very good looking designs especially exteriors 2. They are CBUs with excellent spec - some German CKD cars feel meh 3. Exclusive because other brands are too common and Volvo buyers are perceived to be a bit more discerning (lack of discounts also help this image)

[SRISRI_90]

Voted - Yes

We've had an Audi, Mini (BMW under the skin) and currently have a Volvo XC 60 as well. I can claim wholeheartedly that Volvo is on par with the German Big 3.

I'm Surprised many folks have Voted No.
While I understand that it's just a poll, there is a huge difference between the publics perception of a car brand and the actual ownership experience of that car !

Even the Service experience has been on par with the Germans.

And it's 'Oh so Beautiful', i just need a reason to post a picture of it

[SR-71]

Considering that I booked an S60 in 2022 only to be given back the booking amount after 3 months cause Volvo decided to stop shipments for S60, my answer is Yes. Since then, outside of the 3 Series my heart is set at XC60, but with the E20 norms in play and Volvo dead set on electrification of its entire portfolio, I am in a wait and watch mode. But Volvo really does it for me, lovely design inside out and its top-notch safety kit is always an icing on the cake.

Originally Posted by androdev

lack of discounts also help this image

I am not sure about this, I did get decent discounts for the S60 booking despite having to wait for the shipment. Maybe they are not as bad as the 'Lord of the Rings' but they seem to be on par with the Beemer offers.

[Mystic]

My vote is YES. In the recent past, I never travelled in a Volvo car but it is a routine when going long distances by public transport especially Karnataka Government buses (with a built in rest room ), it is always a Volvo multi axle bus by default.

I feel that Volvo cars are not for every body’s popular taste when we compare with other luxury cars. They are made different with a distinct look and safety as a priority. They are not pretty to look at especially in 70s with a long stretched look of their station wagons. The huge bumpers give you a feeling that you can hit a wall at 100 kmph and live for another day.

In early 70s, when we were living abroad, Volvo was the most popular sought after car. We used to cross speeds of almost 200 kmph and I was young and hence a passenger. Such speeds in those days was very high. One gets a feel that you are in a vehicle built like a tank and feel safe. Now a days, we use the word built like a tank for all vehicles including our beloved Mahindra and Tata cars.