The debate about what direction to take perennially struggling Volvo has been raging for years. Should the Swedish marque go upscale and try to chase other European luxury brands, or should it stick to its safety-minded knitting? Should it adopt flashy new styling and a more overt performance bent, or keep it Scandinavian clean and responsible? Chinese parent brand Geely apparently has designs on making Volvo a full-fledged BMW rival – particularly in its homeland – including pushing
There are luxury automakers, there are mainstream automakers, and then there are those in between. Volvo, we'd argue, is one of those marques that doesn't quite compete in the same market as, say, Mercedes-Benz or Lexus, but that looks as if it's about to change.