I'm not sure if this has been an oft-discussed topic but I was thinking yesterday about Volvo and what it means to me. One thing a Volvo has never meant to me was "luxury". Volvo comes across to me as a good value due to the large amounts of tech and safety they give for the price, they're practical, reliable (are they?), safe and in certain ways ahead of the curve. I don't view them as luxurious. Maybe it's something in me regarding how I view the Swedish? Maybe it's the boxy look they chose to go with so many years. I'm not sure.
What say you?