Volvo is typically compared to other upscale German makes; after all, they’re going for the same sort of buyer. For example, if BMW has their 5 Series and Mercedes-Benz their E-Class, Volvo has the S80. The same goes for the rest of Volvo’s line-up from Edward Cullen’s ride—the C30, all the way to the large, 7-seater XC90. However, the Volvo of late is shifting direction. Not anymore are they content with merely being a German alternative, they’re working to reaffirm the brand’s unique Swedish identity. Consider the move an upward shift in Volvo’s Maslow Hierarchy of Needs. There’s no need for the Swedish automaker to involve itself in a pissing match with the Germans; no, this time, they’re carving their own turf.
