Teklord,

OK. I'll bite.

A person will buy a particular car for a variety of reasons. These include performance, content, price and reputation among others. For many people a car also serves as a vehicle (NPI) to validate their real or perceived values and beliefs.

In general, the Volvo brand is perceived as safe and solid. This is true of it and other makes as well and has been that way for decades. It also was seen as emblematic of caring, thoughtful, intellectual and family oriented people. The sensible shoes of the car business. Let's hear it for marketing.

Of course, as with any generalization, your mileage may vary. Times change and with it has the target market for Volvos. It is seriously competing with true sport sedans. It is seeking younger buyers. It is pushing sizzle as well as steak.

Any time an established company changes its customer base there is a risk of alienating its older clientele as well as not engaging its target market. The "edge" is pretty fuzzy right now. Whether it will be the edge of a bright new day or a cliff is probably anyone's guess.

Check out the competition and buy the car that suits your needs. Isn't that your right and responsibility in a market driven economy?

Bryan