Practical and sensible, just like the Swedes themselves?
It’s practical and sensible, the Volvo. And it is the car the average Swede picks if he or she gets to choose. Not a Ferrari, not a Porsche but a Volvo—more specifically a Volvo station wagon.
One thousand Swedes were asked by Sifo (an opinion and social research company), commissioned by Postkodlotteriet, what they dream of. Topping the list? A new car. Far down on the same list comes the luxury alternative of owning a boat. 15 percent of the people surveyed wanted a new car, and most of them wanted that Volvo; actually the Volvo was tied with a BMW (21 percent of the people who wanted a new car wanted either a Volvo or a BMW), after which the choice was an Audi. Porsche, Ferrari or Lamborghini? Only 10 percent dreamed of owning cars like those.
29 percent wanted a station wagon, whereas only 16 percent preferred a sportier model, followed by a city jeep, and 9 percent wanted a convertible.
The differences between what men and women want in a car is clear only when it comes to the more luxurious models. Few women dream of owning an Aston Martin, a Ferrari or a Lamborghini—which are the cars Swedish men want. When it comes to BMW, Audi and Volvo, men and women are in agreement, but more women than men prefer to have a Jaguar parked in their garage.
A Volvo station wagon—the car most Swedes dream of.