Have you ever wondered why Volvo has such a great reputation?

[MUSIC] Volvo makes cars that are safe we know this confections covered in previous incarnation x car has covered it. So we know about Volvo's propensity for saving your life. Even if You don't drive a Volvo. However, there's most of Volvo and simply being safe. Way back when Saab existed long before General Motors bought it ruined it and shot it in the face. Saab made cool cars for nice people. They were stylish and assuming and didn't boast about what they could do. They just did it. Sure there were fast ones and racing ones and all that, but you could never accuse a sub especially in later years of being goosh. Gemma's ready cause for a wide range of people, but the problem was some of that wide range. It was very vocal about how much they loved their German car and how important it made them as such, you probably wouldn't want them around for dinner. The Brits carried on with the usual British stuff stiff upper lip and elegance and things like that with varying degrees of success. That sob was just nice When Sub died, there was only one logical choice for the sub people, Volvo. Similarly, unsheltered, wonderfully designed and with the added bonus of being like driving a ball of cotton wool a hug with wheels. So how comes that's the case then? What's the deal with Southern Volvo being unpretentious and all around cuddly? Well, first off, there is absolutely no reason why Volvo should be going after the Germans, going into a crowded marketplace and targeting a group or a company that makes it their job to do one thing really, really well. Is a stupid thing to do. It's a foolhardy enterprise. And if you think about the Geneva Motor Show the last 10 15 years, the number of supercar manufacturers that have popped up and gone, we're gonna be the next Ferrari. We're gonna be the next big Beginning the next, portion of the next everyone, how many of them still exist. A garni just their existing Apollo zendo it's kind of it really, isn't it?. You see Florian Kono. The business of making supercars is immensely tough and you can't just set up a car company cars have complicated things so people fall by the wayside quickly. And in Volvo's case, why should it be looking at sporty when no one else. Is looking at comfy. There's no part of this XC60 that makes you think of sport, not even golf. You don't find yourself drawn to lines inspired by mnemonic victories or a snarling poetry that will stretch the rev counter. It's just nice. But why? Why are the Swedish so nice? Well, I've been to Sweden twice. And the first time I was there to drive a Porsche so didn't meet any Swedish people. And the second time I was on my way back from the Arctic Circle and was so knackered. I went to sleep, and so didn't meet any Swedish people. I don't know any Swedish people, so I can't ask them either. So, I did what any sensible person would do in terms of the most useful resource on the planet, the internet. After I'd waded through the horrifyingly large amounts of pornography, I found huge swathes of information about Sweden and the Swedes. Log on, for example, means just the right amount or moderation. It's a huge concept over there and to achieve it is a good thing. This weeds are concise and don't waste words where they're not needed. Why throw unnecessary guff in there when you don't even need to bother with it in the first place, delay and swing, everything just stops. It's the best month of the year after all, it's the peak of the summer. So that's when the Swedes. Take their time off, they enjoy it, which is just a wonderful thing to do. Enjoy the best month of the year. Informality is king over there so you can dress people in authority, important people by their first name and they'll address you similarly because, well, why not? The daily ficre is it's kind of a sacred thing, not Sacred isn't a religious thing, but it's a moment out of your day to have a cup of coffee and a bit of cake to catch up with friends and family to take a break to be sociable. And the Swedes are amazingly environmentally conscious. But when your country looks like Sweden, that's not a surprise. There is of course more, but did you notice a theme with all that stuff? no nonsense. There's no extraneous silliness. They take time to relax and they're all a bit green. All of a sudden this sport free, relaxing, eco conscious Volvo makes more and more sense. It doesn't need to be sporty. So It isn't it just gets on with the business of being relaxing, comfortable green transport out. It's quiet enough in there that you can easily catch up with family and friends on the fly. So why then is it for nice people? That's easy. They don't sweat the small stuff and they just kind of get on with things. They're not the swings.