Do you consider brand Volvo to be on par with Audi, BMW & Mercedes?

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

BHPian Omkar recently shared this with other enthusiasts.

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

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.

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.

Check out BHPian comments for more insights and information.