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Is Volvo a Luxury Car?

Is Volvo a Luxury Car?

In the automotive world, the term “luxury” is often tossed around, but what truly separates a luxury vehicle from its mainstream counterparts? At its core, a luxury brand is defined by a commitment to delivering an elevated driving experience through premium materials, cutting-edge technology, powerful performance, and a prestigious brand image.

Luxury vehicles command higher price tags, reflecting the meticulous engineering, advanced safety features, and superior craftsmanship that goes into their production. From supple leather interiors to sleek, aerodynamic designs, every aspect is carefully curated to provide an unparalleled sense of comfort, style, and driving pleasure.

Beyond physical attributes, luxury brands cultivate an aura of exclusivity and status. They represent a lifestyle choice, appealing to discerning buyers who appreciate the finer things in life. This brand cachet is built through a rich heritage, innovative spirit, and a relentless pursuit of excellence that sets these automakers apart from the masses.

As we explore whether Volvo qualifies as a true luxury marque, we’ll examine factors such as premium pricing, advanced safety technology, refined performance, interior craftsmanship, and brand prestige – all hallmarks of a modern luxury automotive brand worthy of the name.

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Volvo’s Origins and Brand Ethos

Founded in 1927 in the Swedish city of Gothenburg, Volvo has spent nearly a century building a reputation for safety, durability, and reliability. While these core values remain at the heart of the brand, Volvo has undergone a transformation in recent years to compete directly with German luxury automakers like BMW, Mercedes-Benz, and Audi.

From its inception, Volvo’s focus was on crafting vehicles that could withstand the harsh Scandinavian climate and terrain. This dedication to engineering robust, safe automobiles quickly became a defining characteristic of the marque. As early safety pioneers, Volvo introduced innovations like the three-point seatbelt and rear-facing child seats, cementing its status as a leader in automotive safety.

Today, Volvo’s brand ethos blends this legacy of safety and durability with a distinctly Scandinavian design philosophy emphasizing clean lines, minimalism, and a focus on comfort and functionality. The result is a range of premium vehicles that offer a unique alternative to the German luxury establishment, appealing to buyers seeking a more understated yet sophisticated driving experience.

While maintaining its commitment to industry-leading safety technologies and meticulous engineering, Volvo has elevated its offerings to match the performance, luxury appointments, and prestige of rivals like BMW and Mercedes. This strategic shift has allowed the Swedish automaker to compete for a share of the lucrative luxury vehicle market without abandoning the core principles that made it a household name.


How Volvo is Positioned in the Canadian Market

When you visit the Volvo Cars Canada website, you’ll immediately notice the brand positioning itself squarely in the luxury vehicle space. Nearly every model in the lineup is classified as a “luxury” car, SUV or wagon, from the compact XC40 SUV to the flagship XC90 three-row SUV.

This luxury branding extends to how Volvo vehicles are priced in Canada. The starting MSRPs are highly competitive with premium German rivals like BMW, Mercedes-Benz and Audi. For example, the 2023 Volvo XC60 midsize luxury SUV starts at \$53,950 – just a bit higher than the BMW X3 (\$54,200) and Mercedes-Benz GLC (\$57,300).

At the dealership level, Volvo retailers embrace the brand’s luxury status and actively market it as a smart alternative to the German luxury brands that can offer equal or better value. The messaging emphasizes Volvo’s unique blend of cutting-edge safety technology, elegant Scandinavian design and premium comfort without the premium badge premiums of BMW, Mercedes or Audi.


Volvo’s Legendary Safety Credentials

When it comes to automotive safety, few brands can match Volvo’s pedigree and commitment to protecting drivers and passengers. Safety has been the core tenet of Volvo’s brand ethos since the company was founded nearly a century ago. Through decades of pioneering innovations, rigorous testing, and a relentless pursuit of lifesaving technologies, Volvo has cemented its reputation as the leader in vehicular safety.

Volvo’s safety leadership began in 1959 with the introduction of the three-point safety belt, which has saved over one million lives worldwide. This was followed by a string of groundbreaking safety advances, including the first rear-facing child seat, side impact protection, whiplash protection, and more. Today, Volvo continues to push the boundaries with advanced driver assistance systems (ADAS) like Pilot Assist, which helps keep the vehicle centered in its lane and maintain a safe distance from other cars.

The results of Volvo’s safety obsession speak for themselves. Year after year, Volvo vehicles earn top ratings from independent safety authorities like the Insurance Institute for Highway Safety (IIHS) and the National Highway Traffic Safety Administration (NHTSA). The Volvo XC90, for instance, earned a coveted IIHS TOP SAFETY PICK+ award and perfect 5-star ratings from NHTSA. For safety-conscious Canadian buyers, these credentials provide unparalleled peace of mind.


Premium Interiors: Design, Materials and Tech

Step inside any modern Volvo and you’re immediately enveloped in an atmosphere of refined luxury. The brand’s signature Scandinavian design ethos shines through, with a focus on clean lines, premium materials, and an elegant minimalism. The cabins exude a sense of tranquil sophistication, a calming oasis from the outside world.

Supple leather upholstery comes standard, lending an unmistakable air of opulence. For those seeking an even more elevated experience, Nappa leather and handcrafted wood inlays are available, adding warmth and tactile delight. Every surface has been meticulously crafted, with close attention paid to the smallest details.

Cutting-edge technology also abounds, seamlessly integrated into the cabin. Volvo’s intuitive infotainment systems, powered by Google’s Android Automotive OS, offer a sleek and responsive interface for navigation, entertainment, and vehicle controls. With over-the-air updates, your Volvo’s tech stays continually fresh and cutting-edge.

But it’s not just about aesthetics and gadgets – Volvo has also prioritized supreme comfort for all occupants. The seats are designed with input from orthopedic surgeons, offering exceptional support and cushioning for those long Canadian road trips. Advanced climate control systems maintain the perfect temperature, while noise-canceling tech keeps the cabin blissfully serene. Every journey, no matter how far, becomes a first-class experience.


Powerful and Refined Performance

While Volvo’s reputation was built on safety and practicality, the brand has made significant strides in delivering a truly dynamic and exhilarating driving experience befitting a luxury automobile. Volvo’s engineers have struck a masterful balance between refined comfort and athletic performance.

At the heart of Volvo’s performance story is its range of potent yet efficient powertrains. From the punchy turbocharged T5 engine to the blistering T8 plug-in hybrid system, Volvo offers a powertrain to suit every driving style. The T8 Twin Engine, in particular, combines a powerful gasoline engine with an electric motor, delivering an electrifying blend of instantaneous torque and remarkable fuel efficiency.

But raw power is only part of the equation. Volvo’s chassis tuning and suspension setups are designed to deliver precise, responsive handling and a connected feel behind the wheel. The steering is direct and communicative, instilling confidence in the driver. And with all-wheel drive (AWD) as standard equipment on Volvo’s SUV lineup, Canadian drivers can tackle even the most challenging weather conditions with aplomb.

Whether carving through tight mountain roads or effortlessly cruising on the open highway, Volvo’s performance credentials shine through. These are vehicles that reward enthusiastic driving while still providing a supple, composed ride befitting their luxury pedigree. Volvo has successfully bridged the gap between performance and comfort, delivering an engaging driving experience without sacrificing the brand’s core values of safety and sophistication.


Pricing: How Volvos Compare to German Luxury Brands

When it comes to pricing, Volvo firmly positions itself in the luxury segment, with MSRPs and transaction prices that are on par with German rivals like Audi, BMW, and Mercedes-Benz. A direct model-by-model comparison across various vehicle segments reveals just how competitively Volvo is priced against the established luxury brands.

Take the compact luxury SUV space, for example. The 2023 Volvo XC60 B6 AWD Core starts at $53,800 MSRP in Canada. Compare that to the 2023 BMW X3 xDrive30i at $57,200, the 2023 Mercedes-Benz GLC 300 4MATIC at $57,300, and the 2023 Audi Q5 45 TFSI quattro at $53,900. When you look at higher trim levels with more premium features and powertrains, the pricing stays neck-and-neck.

In the midsize luxury sedan segment, the 2023 Volvo S90 B6 AWD Core kicks off at $69,950 MSRP, while the 2023 BMW 540i xDrive is $73,000, the 2023 Mercedes-Benz E 450 4MATIC is $77,500, and the 2023 Audi A6 55 TFSI quattro Premium Plus starts at $74,800. Again, Volvo’s pricing is right in the mix as you move up the trim levels.

Even at the higher end of Volvo’s lineup, the flagship XC90 SUV closely mirrors German luxury pricing. The 2023 Volvo XC90 Recharge Extended Range starts at $89,950, while the 2023 BMW X7 xDrive40i is $103,500, the 2023 Mercedes-Benz GLS 450 4MATIC is $107,500, and the 2023 Audi Q7 55 TFSI quattro Komfort is $86,800.

What’s clear from this pricing analysis is that Volvo’s MSRPs are highly competitive with Audi, BMW, and Mercedes models across multiple vehicle segments in the Canadian market. When you factor in dealer discounts and incentives, the transaction prices paid by consumers often bring Volvos even closer to their German counterparts. This head-to-head pricing firmly entrenches Volvo as a legitimate luxury vehicle brand for Canadian buyers.


The Volvo Ownership Experience

Beyond the tangible aspects of design, performance, and pricing, the overall ownership experience is a crucial factor in defining a brand’s luxury status. In this regard, Volvo consistently ranks among the best in the industry, particularly in Canada.

Customer satisfaction surveys routinely place Volvo near the top, lauded for its exceptional dealer service, user-friendly maintenance, and commitment to customer care. The brand’s focus on creating a hassle-free ownership journey aligns perfectly with its ethos of thoughtful Scandinavian design and engineering.

Volvo’s dealership experience is often singled out for praise, with many citing the knowledgeable and attentive staff as a key advantage over competitors. From the initial purchase to routine service visits, Volvo dealers prioritize transparency and open communication to ensure a seamless experience.

For those seeking an extra touch of luxury, Volvo’s white-glove delivery service brings the car directly to your home or office, complete with a thorough walkthrough of features and capabilities. This white-glove treatment extends to the brand’s comprehensive maintenance program, designed to minimize downtime and keep your Volvo running in peak condition.

When it comes to long-term operating costs, Volvo vehicles often prove more affordable to maintain than their German counterparts. With robust construction and a focus on simplicity, many Volvo models require less frequent and less expensive repairs over time. This commitment to pragmatic luxury translates to real savings for Canadian owners.


Environmental Responsibility: Volvo’s EV Leadership

As a Swedish brand with deep roots in environmental consciousness, Volvo has emerged as a leader in electrification and sustainability. The company has set ambitious goals to become a fully electric car brand by 2030, phasing out internal combustion engines entirely.

Volvo’s current lineup includes several fully electric models like the XC40 Recharge and C40 Recharge, boasting impressive range and performance. The brand’s “Recharge” plug-in hybrid variants, available across multiple models, offer a transitional step towards full electrification by combining gasoline engines with powerful electric motors.

Beyond their electric powertrains, Volvo’s commitment to sustainability extends to the use of recycled and bio-based materials in their vehicle interiors. The company has also implemented initiatives to reduce emissions and waste throughout its manufacturing processes, aiming for a truly circular business model.

For environmentally-conscious Canadian buyers, Volvo’s dedication to electrification and sustainable practices positions the brand as a compelling choice in the luxury space. As the push towards zero-emissions transportation accelerates, Volvo’s early leadership in this realm gives it a distinct advantage over some competitors still heavily reliant on traditional gasoline engines.


Targeting Buyers: Volvo’s Appeal in Canada

Volvo’s brand ethos and product lineup hold significant appeal for Canadian car buyers. The company’s longstanding focus on safety, durability, and all-weather capability resonates strongly in a country known for harsh winters and challenging driving conditions.

While German luxury rivals like BMW and Mercedes-Benz emphasize high-performance driving dynamics and prestigious brand cachet, Volvo takes a more pragmatic approach. Its vehicles blend cutting-edge safety technologies, a focus on passenger protection, and robust engineering for inclement weather – all qualities that align with the priorities of many Canadian drivers.

From standard all-wheel drive systems on SUV models to heated seats and steering wheels, Volvo’s lineup is tailored for comfort and control when temperatures plummet. This practicality, combined with minimalist Scandinavian luxury and attention to detail, presents an appealing alternative to the ubiquitous German marques.

Furthermore, Volvo’s recent pivot towards electrification with plug-in hybrid and fully electric models caters to eco-conscious Canadian buyers seeking to reduce their carbon footprint. The brand’s focus on environmental sustainability complements its safety-first philosophy, creating a compelling value proposition for discerning consumers.


Third-Party Luxury Brand Rankings

While Volvo’s own marketing positions it squarely as a luxury brand, the true test comes from independent authorities and publications that scrutinize and rank automakers. Across the board, leading voices consistently place Volvo alongside premium marques like BMW, Mercedes-Benz, Audi, and Lexus.

Respected publications like U.S. News & World Report, Car and Driver, and MotorTrend all classify Volvo as a luxury brand in their new car rankings and reviews. U.S. News lauds Volvo for its “premium cabin materials, cutting-edge safety tech, and upscale amenities.” Meanwhile, Kelley Blue Book highlights Volvo’s “beautiful interior design and high-end amenities” in justifying its luxury status.

Influential market research firms also recognize Volvo as a top-tier luxury brand. J.D. Power’s dependability and quality studies group Volvo with premium players rather than mainstream, non-luxury brands. Similarly, automotive data experts like Edmunds and ALG rank Volvo among the luxury imports when evaluating residual values and cost of ownership.

Beyond just classifications, Volvo frequently appears high on “best luxury car” lists from major publications. For example, the Volvo XC90 and XC60 regularly earn spots among the highest-ranked luxury SUVs from Consumer Reports, Car and Driver, and MotorTrend.


Volvo’s Modern Luxury Credentials

When you examine the key criteria that define a modern luxury automotive brand, Volvo ticks all the boxes. From premium pricing and advanced technology to exceptional craftsmanship, powerful performance, and an aspirational brand image, the Swedish automaker has firmly established itself as a leader in the luxury vehicle space.

Let’s recap how Volvo measures up against the benchmarks of a true luxury marque:


Premium Pricing: Volvo’s lineup is priced competitively with longstanding German luxury brands like BMW, Mercedes-Benz, and Audi. The flagship XC90 SUV, for instance, starts around $65,000 in Canada – squarely in line with rivals from Munich and Stuttgart.

World-Class Quality and Craftsmanship: Volvo’s reputation for meticulous engineering and an unwavering commitment to quality is renowned. The brand’s vehicles boast premium materials, impeccable fit and finish, and a level of craftsmanship on par with the finest luxury marques.

Cutting-Edge Technology: From advanced safety systems like Pilot Assist (semi-autonomous driving tech) to the intuitive Google Android Automotive OS infotainment system, Volvo is a true leader in automotive technology and innovation.

Powerful and Refined Performance: While Volvo may not have the racier, high-performance image of BMW’s M division or Mercedes’ AMG, its sophisticated powertrains deliver a potent and refined driving experience worthy of the luxury segment.

Brand Cachet and Prestige: Volvo has cultivated an image of intelligent luxury that resonates with discerning buyers seeking a premium vehicle with a distinct Swedish flair. The brand’s focus on human-centric design, sustainability, and safety have bolstered its prestige.


Comparison: Volvo vs German Luxury Brands

When it comes to comparing Volvo against the German luxury juggernauts like Audi, BMW, and Mercedes-Benz, there are certainly similarities but some key differences that set the Swedish automaker apart. At their core, all these brands offer premium vehicles with advanced engineering, cutting-edge tech, and upscale cabins. However, Volvo takes a distinct approach that could appeal to Canadian buyers.

Safety has long been Volvo’s calling card, and it continues to lead the way with innovative driver assistance features and top crash test ratings. While Audi, BMW, and Mercedes are no slouches in safety, Volvo’s laser focus on protecting occupants gives it an edge for safety-conscious buyers. The brand’s Swedish roots emphasize a thoughtful, human-centric approach.

In terms of value, Volvo models are priced competitively with their German counterparts, but often offer more standard equipment and a lower cost of ownership over time. The brand’s no-haggle “fair pricing” and bundled trim levels make the buying experience more transparent. You’re getting equal or better bang for your buck compared to an Audi or BMW with similar specs.

The driving experience is where opinions diverge. German luxury cars are renowned for their sporty, dynamic handling that borders on harsh at times. Volvos take a more refined approach, valuing comfort and smooth progress over razor-sharp responsiveness. The powerful T8 plug-in hybrid models offer thrilling acceleration, but in a more composed, understated way.

When it comes to luxury appointments, all these brands deliver premium cabins with high-end materials and the latest tech features. But Volvo’s Scandinavian design philosophy results in a cleaner, more minimalist aesthetic compared to Audi’s tech-forward interiors or BMW’s traditional luxury vibe. It’s a refreshing take that resonates with many buyers.


The Smart Luxury Choice for Canadians?

For discerning Canadian car buyers seeking a premium vehicle that ticks all the boxes, Volvo presents a compelling value proposition as a smart luxury choice. While the brand may not carry the cachet of German marques like BMW or Mercedes-Benz, Volvo offers a unique blend of safety leadership, all-weather capability, cutting-edge technology, and elegant Scandinavian design – often at a lower price point than the competition.

Volvo’s commitment to safety has made its vehicles a natural fit for Canadian drivers navigating harsh winter conditions. With standard all-wheel drive on SUV models like the XC60 and XC90, plus advanced traction and stability control systems, Volvos inspire confidence on snowy roads. The brand’s decades of safety innovations, from the three-point seatbelt to modern driver assistance features like Pilot Assist, further appeal to safety-conscious buyers.

Beyond safety, Volvo delivers a luxury experience tailored for Canadian consumers. The minimalist interior designs offer a calming, sophisticated ambiance, with premium materials like Nappa leather and open-pore wood trim. User-friendly tech like the vertically-oriented Sensus touchscreen and crystal-clear Bowers & Wilkins audio systems provide the modern amenities luxury buyers expect. And with powerful yet efficient powertrains, from the turbocharged T5 to the T8 Twin Engine plug-in hybrid, Volvo offers robust performance suited for all driving situations.

Perhaps most importantly for value-minded buyers, Volvo manages to deliver this compelling luxury package at a lower cost than many of its German rivals. The well-equipped Volvo S60 sedan starts around \$45,000 in Canada – thousands less than an entry-level BMW 3 Series or Mercedes C-Class with similar features. When you factor in Volvo’s strong residual values and complimentary maintenance plans, the Swedish brand represents one of the smarter luxury choices for Canadian buyers who want an premium experience without the excessive cost.


Conclusion: An Undeniable Luxury Automaker

After examining Volvo’s rich heritage, brand ethos, premium offerings, and appeal to Canadian buyers, it’s clear the Swedish automaker deserves its place among the top luxury brands. While it may not have the pedigree of century-old German marques, Volvo has firmly established itself as a purveyor of modern luxury transportation.

From its focus on cutting-edge safety innovations and semi-autonomous driving aids to its elegant Scandinavian design language, upscale cabin materials, and powerful yet refined performance, Volvo delivers a compelling luxury vehicle experience. Pricing is on par with Audi, BMW, and Mercedes-Benz, solidifying its premium brand positioning.

For discerning Canadian buyers, Volvo checks many of the must-have boxes. Its vehicles offer impressive all-weather capability ideal for harsh Canadian winters. The brand’s longstanding safety leadership resonates with family buyers. And Volvo’s commitment to electrification aligns with the values of eco-conscious consumers.

While brand cachet and resale value still tilt in favor of the German luxury titans, Volvo has rapidly closed the gap. When factoring in design, technology, performance and value, the Swedish marque presents a compelling luxury vehicle choice for smart Canadian shoppers seeking a premium experience without the premium brand premium.


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Questions About Volvo as a Luxury Brand

Volvo is generally considered a luxury brand in Canada, offering premium vehicles focused on advanced safety, innovative technology, and Scandinavian design aesthetics.


Volvo cars and SUVs are more expensive than non-luxury brands and compete with the likes of Audi, BMW, Mercedes-Benz and Lexus in Canada. Volvo vehicles highlight interior comfort, ride quality, high-end materials and attention to detail.

Some of Volvo’s most popular luxury vehicles in the Canadian market include:


– Volvo XC90 – Volvo’s flagship luxury SUV, available as a plug-in hybrid

– Volvo XC60 – Compact luxury crossover SUV

Volvo S90 – Full-size luxury sedan

– Volvo V90 Cross Country – Rugged luxury wagon

– Volvo C40 Recharge – New fully electric compact luxury SUV

Volvo is well-known for prioritizing safety and innovating new safety technologies. This safety focus combined with Scandinavian design gives Volvo a distinct identity from the more performance-oriented German luxury brands. Volvo also offers a range of plug-in hybrid electric vehicles as part of its commitment to electrification.

Common luxury features found across the Volvo vehicle range include:


– Leather seating surfaces

– Heated/ventilated front seats

– Panoramic moonroof

– Advanced driver assistance safety systems

– Large touchscreen displays

– Premium audio systems (Bowers & Wilkins)

– 4-zone climate control

– Ambient interior lighting

– Hands-free liftgate

– Power operated trunk lid

– Advanced voice controls

Volvo vehicles have a reputation for relatively high reliability, compared to other European luxury automakers. In J.D. Power’s 2022 U.S. Vehicle Dependability Study, Volvo ranked #4 out of all brands surveyed. This suggests Volvo luxury vehicles can generally be depended upon for many years of service.

Yes, maintenance and repairs do tend to cost more with Volvo vehicles compared to non-luxury vehicles, given the more advanced technology and use of higher-end materials. However Volvo vehicles are generally cheaper to service than rival German makes. It’s important to factor in higher operating costs when budgeting for ownership of a Volvo luxury vehicle.

Volvo cars and SUVs range from around $45,000 CAD on the low end, up to over $100,000 CAD for the top flagships. Some examples of 2023 MSRP pricing in Canada:


– Volvo XC40 compact SUV – starts around $46,950 CAD

Volvo V60 Cross Country wagon – starts around \$52,900 CAD

– Volvo S60 midsize sedan – starts around $46,900 CAD

– Volvo XC90 large SUV – starts around $66,050 CAD


There are also high-performance Polestar engineered variants of some models that can exceed $100k CAD.

Yes, Volvo vehicles generally retain fairly strong resale values in Canada, making them lower depreciation luxury vehicles to own long term. According to Canadian Black Book data, after 5 years the Volvo XC90 retains around 47% of its original value, while the Volvo XC60 retains around 49% – comparing favorably to rivals.

Yes, incentives are often available directly from Volvo dealerships in Canada. It’s worth negotiating with your local Volvo dealer to ask about any retail incentives, finance/lease offers or dealer discounts they may be able to apply to your purchase. Shopping at the end of a model year when new versions are coming can also present good discount opportunities.

Many Volvo vehicles are available with fuel-efficient 4-cylinder gasoline or plug-in hybrid electric powertrains. For example, the XC40 SUV with front-wheel drive and 4-cylinder engine has a city fuel economy rating of 9.4 L/100 km. The Volvo S60 plug-in hybrid sedan has an electric-only range of up to 51 km. So fuel efficiency can be good for a luxury vehicle.

Volvo has outlined an ambitious strategy to roll out additional electric vehicles in Canada and transition to becoming a fully electric-only brand by 2030. This will involve launching successors to all current Volvo models, including the popular XC90 SUV, as pure battery electric vehicles without internal combustion engines.

Volvo vehicles sold in Canada are manufactured in Europe (Sweden and Belgium) as well as China. Volvo operates major manufacturing facilities in Gothenburg Sweden, Ghent Belgium, and Chengdu China that supply various global markets including Canada. Some facilities focus more on sedan production while others specialize in SUVs.

Volvo invests significantly in customer service and satisfaction for its brand image. This includes extended service hours at dealerships, pickup and delivery valet service, online service scheduling, and a network of retailer Certified Service Centers across Canada providing factory expertise for maintenance and repairs.

Volvo provides a fairly generous new vehicle limited warranty for 4 years or 80,000 km, protecting against defects and component malfunctions. There is also 3 years/60,000 km of powertrain and corrosion perforation coverage, as well as 1 year of roadside assistance. For certified pre-owned Volvo vehicles, extended coverage applies.

Most official Volvo dealers in Canada operate franchise stores selling the full range of new Volvo passenger vehicles. Many will also have a section on-site for retailing used and certified pre-owned Volvo vehicle inventory. This provides customers with convenient access to both new luxury models and more affordable pre-owned Volvo options.

Volvo retails three primary luxury crossover/SUV models in Canada, ranging from compact to full-size:


– Volvo XC40 – Subcompact luxury crossover

– Volvo XC60 – Compact luxury midsize crossover

– Volvo XC90 – Full-size 7-passenger luxury SUV flagship


All three models are available with a range of powertrain options, from turbocharged and supercharged 4-cylinder gas engines to plug-in hybrid electric variants. There’s also the all-electric C40 Recharge crossover now on sale.

Volvo sells two luxury sedan models in Canada:


– Volvo S60 – Compact executive luxury sedan competing with BMW 3-Series and Audi A4

Volvo S90 – Full-size luxury sedan alternative to BMW 5-Series and Mercedes E-Class


Key features include beautiful Scandinavian inspired design inside and out, lots of safety equipment, and efficient 4-cylinder or plug-in hybrid powertrains. These provide a refined but understated luxury driving experience.

Yes, Volvo does offer Polestar Engineered variants of some models like the S60 sedan and V60 wagon, providing more power and performance. Developed by Volvo’s Polestar electric performance brand, these feature upgrades like torque vectoring, Brembo brakes, adjustable Öhlins dampers and more.


There’s also the flashy 415 hp Volvo S60 T8 Polestar engineered plug-in hybrid sedan sold in Canada, blending performance with electrified power.

Volvo is investing heavily in autonomous driving systems, with a goal to have fully autonomous vehicles ready around the 2030 timeframe alongside Volvo’s wider electrification plans. This includes extensive research and development through Volvo’s Drive Me self-driving car project, conducted in Canada as well as Europe and China.

Yes, as a brand focused on safety, Volvo luxury vehicles achieve very high crash test scores in assessments by the Insurance Institute for Highway Safety (IIHS) and National Highway Traffic Safety Administration (NHTSA) testing. This gives Volvo luxury cars and SUVs safety ratings that match or beat rivals from Germany and Japan.

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