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Why can't I get the Volvo XC40 I want in red?

A reader sees red over Volvo's restriction of the paint colour options of the top trim level of its XC40 family SUV...

Volvo XC40
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Claire Evans
20 Aug 2019 13:40

I recently ordered a new Volvo XC40 T4 Inscription but found I couldn't have it in the colour I want – even though Volvo makes the XC40 in that colour. Inscription is the most expensive and luxurious specification for this car, yet Volvo offers it only in two greys, two blacks, a dark blue, a silver, a brown and a white, which, in my opinion, is a dull pallette.

By contrast, the cheaper Momentum trim includes a red, while R-Design includes a bright blue and a red, meaning buyers choosing the cheaper XC40 variants get a wider choice of colours than those spending more on the top trim.

Volvo XC40

Since interior trim choices are standard across all XC40 variants, why isn’t the full range of bodywork colours? Surely to broaden a car’s appeal to the widest range of customers, a full colour choice is essential. Moreover, buyers spending more than £35,000 on a car should have that choice; Volvo’s restriction just makes no sense.

My local Volvo dealership, Caffyns Eastbourne, can’t get an answer and the only response I could get from Volvo’s UK customer relations department was: “That’s just the way it is.”

Can you find out why Volvo employs such a senseless restriction?

Edmond Burchell

What Car? says...

We asked Volvo why it has chosen to restrict the bodywork colour choices on, but unfortunately we didn't get a great response. The spokesman said: "Different trim levels are often available in different colours, although the availability of the XC40’s colours is largely dictated by the Volvo designers in Sweden." 

Volvo XC40

Anecdotally, we've heard that more expensive models are sometimes offered in more subdued colours because it gives them a more premium image. 

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