You know those Instagram ads that are really good at targeting the suckers (me) and making unnecessary things look cool so that people (me) waste their hard-earned money? An awesome ad can, at the very least, make me click through to a website, especially if there’s some sort of “24-hour sale” attached to it. I know it’s a gimmick, but what if the price goes back up tomorrow?! YOLO.
It’s a bit different with car ads, mainly because of the price. I’m not going to come across a Volvo ad on IG that spirals into an impulse purchase — at least not on my current salary.
That said, if I was going to advertise the refreshed 2022 Volvo XC60, specifically the tested B6 AWD Inscription trim, I would definitely play up its strengths — as most ads would, or should. Here’s what you’d see in an Insta ad by me, specifically.
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
The base trim starts at a bit over $50k, while this tester starts at $62,450 and is powered by a mouthful: a 2.0L I-4 + 10-kW motor + 0.4-kWh + lithium-ion battery. I probably wouldn’t say all that in the ad. Its fuel consumption isn’t anything to brag about, since its combined average is 9.9 L/100 km, which isn’t horrible, but keep in mind that it requires that premium-grade fuel.
Sure, I could talk about its price and say something about the “mild hybrid powertrain” and fuel consumption, but it really isn’t anything mind-blowingly spectacular. Would any of that info persuade you to rush over to Volvo’s website? Probably not, because many other vehicles can boast similar specs.
Also, if I was a consumer genuinely on a mission to save the Earth and, in turn, save on gas, then I might bump up a couple trims to the full hybrids, or even the pricier plug-in hybrids. That’s an entirely different audience to target, one that likely has a higher income, since the T8 eAWD Polestar Engineered plug-in hybrid can run upwards of $90,000.
So, if the cost, powertrain and fuel consumption won’t grab the average consumer’s attention, then what will?
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
2022 Volvo XC60 Photo by Renita Naraine
Optional packages in the Volvo XC60
If Volvo marketed this tester as-is and then bragged about starting prices around $50k (for the base trim), then I’d say that’s a bunch of bologna, and also false advertising. Even if the company promoted a price tag just north of $60k for this trim, that’s severely understating its actual price tag of over $75,000 with the optional packages.
The options really make it worthwhile, though, especially if money is not an issue. YOLO. This XC60 includes two optional packages, in addition to a few standalone options — but again, you’ve got to be willing to pay up. There are a couple things I would personally remove, but in the grand scheme of pricing, it won’t change the cost by much.
For example, is the $2,350 four-corner air suspension with four-C active chassis a necessary option? What about an extra $1,000 for 20-inch five-Y-spoke graphite diamond-cut alloy wheels (try saying that five times fast)? Probably not.
There’s a $2,900 Advanced Package that includes the head-up display, pilot assist, 360-degree camera, and a couple other unnecessary things. Here’s where things get a little complicated. If I was buying a non-luxury SUV and possibly looking to pinch pennies, then I’d forgo this package, because I don’t absolutely need a HUD or semi-autonomous driving — I’m still capable of driving on my own. However, if you’re buying a luxury vehicle, then I can only assume that you’re willing to splurge a bit, so why not go ahead and get that extra 12V outlet in the luggage area that you’ll probably never use? It’s a part of the package.
It irks me when luxury brands don’t include simple features throughout their trims, especially when non-luxury brands have those same standard features across the lineup, or at least in the top trims of their newer models. Instead, luxury brands charge an extra fee if you want basic features like heated rear seats and a heated steering wheel. In this case, it’s $1,000 for the Climate Package that includes just that, as well as headlamp cleaners and the option to replace the heated rear seat with an integrated booster seat. I find the booster seat extremely interesting, having three kids of my own, and if this was advertised more often, I’d definitely click through to the Volvo website.
Other standalone options include metallic paint for $900, massaging front seats for $1,300, and Bowers & Wilkins premium sound system for $3,750. The paint looks like metallic paint, I guess. The massage seats aren’t giving a deep-tissue massage but it’s a cool party trick. The Bowers & Wilkins system has a cool feature where you can listen to music based on the acoustics of a specific environment, such as a jazz studio or concert hall. I’d say “yes” to all those options, but it’s mainly because YOLO.
2022 Volvo XC60 Photo by Renita Naraine
Is the Volvo XC60 a good family SUV?
The infotainment system has a really difficult interface that’s set in portrait mode, much like an iPad, but it’s not an iPad — that would have been easier to use. Since a large portion is touchscreen, it’s super-annoying; the worst part of so many touchscreen options is the difficulty in finding and pressing small icons while driving and going over potholes.
If I were buying this as a family vehicle, then I’d give it the benefit of the doubt and assume that my kids will figure out this modern technology faster than myself, and that by the time they’re driving, it’ll be a piece of cake.
Until then, the front cabin has minimal storage space, meaning minimal clutter, but as most families with small children will understand, minimal clutter is near-impossible with little kids. As such, with three kids, the back seat is a bit squishy for my three car seats. Ideally, a couple adults could fit back there, but it wouldn’t be the most comfortable ride. During the week with this tester, I had my parents and eldest daughter in the back seat for almost an hour; my dad was not the happiest by the time we reached our destination. The cargo space is more than enough and comfortably fit my stroller, as well as weekly groceries.
2022 Volvo XC60 Photo by Renita Naraine
Final thoughts
It’s an extremely smooth ride, but that’s not a selling point when there are other vehicles that can boast that same quality. It’s definitely got the potential to be a fuel-efficient family SUV, though maybe not for a family of five — that integrated booster seat is definitely an interesting feature. At the end of the day, there’s not a whole lot that the 2022 Volvo XC60 has that other vehicles don’t, luxury or not.
But how many other SUVs can boast a crystal mode selector? That should be in all the advertisements, because if that doesn’t scream YOLO, then I don’t know what does.
Keyword: Millennial Mom’s Review: 2022 Volvo XC60