The power of good branding

Second Hand Sense: BRANDING IS a powerful tool

Second Hand Sense:BRANDING IS a powerful tool. A Volvo XC90 driver I met recently told me her 2005 car was "greener and safer" than anything else on the school run. I didn't tell her the diesel engine in her car produces 242kg of CO2, and uses about 9.2 litres of fuel per 100km on a combined cycle, making it about as polluting as most other big vehicles on the school run. I think her assumption was based on the overall image of Volvo rather than the reality, but she was right about the safety issue.

The XC90 has a five-star crash rating and is well equipped with active and passive safety features. There are airbags galore, systems to control traction and braking and a parking-assist mechanism. It is the car credited with saving Volvo, and sold in huge numbers.

The days when cars like the XC90 were so popular have passed, however. The more compact XC60 has arrived and the trend will be towards smaller and more economical cars. Or at least to cars that are as cleverly designed as the XC90 was. Apart from its size and safety features, many people were attracted to it because it is a good choice as a seven-seater.

Its other clever appeal is that it drives more like a car than a conventional four by four, which tend to wallow a lot on bends. Most versions sold here have a 2.4-litre five-cylinder diesel engine. Since Ford became involved with Volvo, improved technology has been shared, but many XC90 cars were recalled for problems with the power-assisted steering system and with the track-rod end-ball joint - both could have potentially serious consequences. Make sure any XC you are thinking of buying is not affected or, if it was, that the problem was fixed at a Volvo dealership.

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A 2005 diesel version with all the extras, and with an automatic gearbox and 84,000km up has an asking price of €39,750. A 2006 diesel with manual gearbox and 45,000km has an asking price of €59,950.

STAR RATING: 5/10