Volvo

Building a luxury car brand is hard. It’s even harder when you’re trying to reinvent an existing brand as a luxury contender. Volvo used to be a purveyor of safe automobiles, slightly premium in price due to their Swedish sourcing. Some thought that the Chinese buying out the carmaker would be a bad thing. But things couldn’t be better once Volvo left previous-keeper Ford’s shadow. Starting with the all-new XC90 a few years ago, Volvo’s offerings have become premium enough to compete with the best that Germany has to offer. When it was first launched here though, the XC90 only came in T6 guise,

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Volvo are making some of the best-looking cars in the luxury car market and they look to continue that trend with the recent unveiling of their all-new 2019 Volvo V60 wagon. The V60 wagon comes to rein back some of the Wagon cars’ popularity that was lost to SUVs in the recent times and on paper, it looks equipped just for that purpose.

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Volvo is on a roll at the moment. Since it was taken over by Geely back in 2010, some skeptics thought it was the beginning of the end for the semi-premium Swedish car manufacturer. But since the launch of the XC90, Volvo has come back on the radar in a big way as a properly premium brand. After launching the impressive XC60 recently, the Swedes have taken on a new segment, the lucrative Compact SUV market, with the launch of the all-new Volvo XC40, currently dominated by the Germans.

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Polestar is Volvo’s performance division, starting off as an independent company and being bought out to now be more or less similar to what AMG is to Mercedes-Benz. After many years of fiddling around with sedate Volvo cars to produce fire-breathing performance machines, Polestar gets its own podium with the release of the Polestar 1, an electric hybrid coupe to rival products from brands like Tesla. As Volvo promised that it will only be selling hybrid or electric vehicles from 2019, the time is ripe for a hybrid Coupe from the brand.

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Volvo aims to take a big bite off the highly profitable crossover pie by revealing the new Volvo XC40. The new sub-compact crossover will act as the Swedish brand’s entry-level SUV, with the bigger XC60 and XC90 above it.

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Volvo has been undergoing a bit of a renaissance ever since they got bought out by Geely. The Chinese carmaker has taken a hands-off approach to running the quintessentially-Swedish brand, allowing Volvo to explore riskier design ideas, moving them from the almost-premium segment to competing with proper luxury marques, one model at a time. After the well-received XC90 and the conservative S90, the all-new XC60 compact crossover we drove in Turkey may just be their best model yet.

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Volvo is riding high on accolades for the Volvo XC90, and they implemented the same DNA used to create their successful SUV on to their all-new luxury sedan offering, the Volvo S90, which we got a chance to drive in Oman.

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