[AndyJudge]

For me & this is only my opinion & others may disagree

1) Style - They're a bit quirky but not Japanese plastic fantastic quirky
2) Comfort - I can drive my XC60 for 500miles & get out without feeling it
3) Different - It's not a BMW/VW/AUDI like so many others aspire to & when they get there have to change personality & driving style to match (Note this is not all drivers of said cars)
4) Reliable
5) Dealer Experience - when you visit you're not pounced upon by sales trying to get you to but a new one (Most Dealerships), you're treated with respect & not looked down on because your car may be a bit older than the current model (Again most dealers). In fact when I had my C70 the mechanics tripped over themselves at being the one to look after the beast.
6) It just works
7) Safety - Again they're at the forefront, notice how most manufactures are hyping city safety etc. now, Volvo have had it for years.