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I completely agree with you, and I think personally that Volvo should stop trying to 'up-market' themselves and focus on once again becoming /THE/ safest vehicles on the road across the board, every model, every trim package.
It seems they're playing for luxury dollars without the brand cachet that people are looking for. This is why you have a gazillion people buying 3 series bimmers and no idea what they have (as in "this thing is FWD right?" I have literally heard that before).
I think safety, practicality, reliability, diesels, and a better dealer network would go a LONG way. They need better affordability, better fuel economy, better reliability and build quality, more-elegant-and-less-flashy luxury optional features, and a better buying/servicing/dealer experience.
It gets pretty tough to make it when you charge more money (than say a Lexus) but don't have the reliability, fuel economy, or build quality to back it up.
If I recall correctly they were doing gangbusters in mid 2000s but have severely tailed off since then.
I hope they can turn it around.
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1998 V70 AWD->FWD Turbo 200k+
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