Volvo prides itself on producing exceptionally safe vehicles as well as highly durable ones. Despite these strengths, the brand isn’t selling many of its models. At least not like BMW and Audi are. Why isn’t as popular as other brands and what do owners really think about their Volvos?

Volvo sales compared to BMW and Audi

When looking at Q2 sales, BMW has three best-selling models for the brand. The X5, X3, and the 4-Series model. With the X5, BMW sold 18,575 units for the second quarter of this year, according to GoodCarBadCar. The X3 sold 12,637 and the 4-Series version sold 13,765. 

Audi also has three top sellers for the brand, which are the Q5, Q7, and the A5. When it comes to second-quarter sales, the Audi Q5 sold 18,255. Following that model is the Q7 with 6,865 units sold. The third biggest seller is the A5 with 6,688 vehicles purchased in that quarter in 2023. 

Looking at Volvo’s three biggest sellers we see the XC60 has sold the most with 11,073 during the same quarter. Following that model is the Volvo XC90 with 9,808 units sold, while the XC40 brought in 6,067 purchases. 

When comparing Volvo’s sales to BMW’s and Audi’s we see that Volvo sold 7,000 to 7,500 units less. Why isn’t as popular as brands like BMW and Audi?

Possible reasons Volvo isn’t as popular as it should be

There’s no clear-cut answer, but there are definitely some possible reasons as some Reddit users brought up in one of their threads. One possible explanation is the price that Volvo commands for its vehicles. 

Many are close to the models sold by BMW, Mercedes-Benz, and Audi. However, Volvo doesn’t typically offer the same luxuriousness or prestige when it comes to the interiors of its models. What exactly are you getting for the higher prices?

Another user remarked that marketing for the brand is basically non-existent. Volvo’s core market is also geared toward the upper middle class who don’t want something “showy”, which might be a bit limiting when it comes to making sales. Most of the brand’s models are known for being well-built, but as family vehicles, you won’t find much excitement in any of the versions. 

There’s one user who brought up a good point in regards to the pricing. Not only do you have a pricy vehicle, to begin with, but it also costs more to get parts if something goes wrong. Then there’s the hassle of paying a dealer for repairs that aren’t covered under any warranty or have a recall for. You could get a non-dealer mechanic, but that can be tough to find one specializing in Volvo products. 

On the positive side, one particular Volvo lover felt that these models last a long time, so it might not be necessary to keep buying new ones. They also remarked that most of the Volvo vehicles they see on the road are 2011 versions or older. 

What do owners think about their Volvo vehicles?

According to Edmunds, 68% of Volvo XC60 owners loved their vehicles, while 29% didn’t like theirs at all. For those who love their Volvo XC60 model (the best seller for the brand), they particularly liked: 

• Safety
• Tech features
• Interior
• Reliability
• Comfort

Most had favorable comments, which included how comfortable the vehicle was, how easy it was to drive, and its roominess for all passengers in the vehicle. When it came to those who weren’t happy with their purchase, the most common complaints seemed to be the computer problems, hybrid battery issues, and the more-than-normal repair trips the owners had to make with their recent purchases. 

Overall, Volvo is known for its reliability and exceptional safety ratings. But, sales aren’t matching what BMW and Audi are bringing in. It’s possible that it could be that it doesn’t offer enough features to justify the price the brand commands, or maybe it’s just too durable and owners don’t need to replace their older models.