Volvo Is Upscale Enough
Sometimes we sit around the Cars.com office and just scratch our heads when we hear what car companies are doing. In yesterday’s Detroit News came word that Ford is looking to make Volvo — Ford owns the Swedish automaker — more of an upscale luxury brand to better compete with BMW and Mercedes-Benz. If you thought Volvo was already a luxury car company, it’s technically considered a near-premium brand. The differences are hard to explain, but recent Volvos I’ve reviewed were roughly $10,000 less than their BMW and Audi counterparts despite having similar features and engines. Other near-premium brands are Saab, Cadillac, Lexus and Infiniti.
Now, Ford has the best of intentions … for it. The company needs to make more money off Volvo, which continues to be unprofitable despite an improved lineup. However, with Audi already making inroads into BMW and Mercedes-Benz territory, is there room for another company to do the same?




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