Gatecrashing the German party

Volvo quietly rocks up the establishment...

GERMAN cars are very popular amongst millions of motorists. It's not just down to the competitive lease rates on your BMW, Mercedes or Audi. But it's also image on what really seals the deal for consumers from the badge kudos they carry. 

Lets face it, we're all a sucker for vanity when it comes to these premium motors. When making progress on a professional (and personal) level. Many will trade in their humble Ford, Vauxhall or Toyota to showcase that. But when it comes to choice over getting the next car that's somewhat, being a cut above the rest. A lot will resent the fact on how ubiquitous - and vulgar - some German cars have become over the years.

Some like to stand out from the crowd and not jump on the bandwagon. Some don't even want to show off that they've 'made it'. Depending on the car, it's more of being exclusive that will make their drivers feel special - or dare I say it, more important.

There are some car firms who have identified that there is a market for premium cars. Particularly for those who like the quality, refinement and sophistication expected from your Beemer, Merc or Audi. They want the same but different. One of the legitimate reasons over why consumers fancy a German alternative in recent times.

Out of the established German trio, it would be fair to say that Mercedes was the go-to brand when it came to making majoring comfort over being firm and sporty. Though, it's appeared they're abandoning their roots and tradition of that to some degree. In the pursuit of chasing sales and keeping tabs on Audi and of course, BMW.

Volvo has clearly identified a gap in the premium segment. That's one they have filled in and catered for consumers who like their cars cut above the rest, but something low key yet tasteful. But also that some of us like it softer. Some of us value comfort over handling prowess.

The Swedish marque has enjoyed a renaissance under Geely. From once being a middle-market brand under previous owners, Ford. Sandwiched between Jaguar and their former parent company in the prestige ranks. Volvo though, has successfully pushed themselves upmarket, and have made cars that more aspire to have.

In true Scandinavian style akin to IKEA. Volvo has demonstrated that less is more and simplicity is a virtue in a sophisticated manner. Which in itself, is not an easy trick to pull. They're proud to be different. Volvo are quietly confident, self-assured, about who they are, and what they're about.

As well as individual flair that Volvo showcases in the design and engineering of their cars. With the strong emphasis on strength, comfort, practicality and ergonomics. But lets not forget what Volvo is famed for most, and that's safety.  They're proud to be different of being an understated, very credible, left-field alternative to the established German trio.

Besides Volvo, other manufacturers have looked at carving out their own niches and playing to their own strengths. Of which they're renowned for, made their mark in history, of which their heritage is built from.  Alfa Romeo, Lexus, and Jaguar, will in no doubt, have took note of that too.