Exploring Volvo: Is It Truly a Luxury Brand?

Introduction: The Evolution of Volvo

Volvo, a name that resonates with automotive safety and innovation, has undergone significant transformation since its inception in 1927. Originally founded in Göteborg, Sweden, Volvo began as a small-scale manufacturer catering primarily to the Nordic market. Over the decades, it has evolved into a globally recognized player within the automotive industry. Throughout its storied history, Volvo has been recognized for a series of pioneering contributions and strategic shifts that have influenced its trajectory and brand perception.

• 1930s-1940s: Volvo's early vehicles focused on durability, suited for the rough terrains of Sweden. Their commitment to quality earned them a reputation for reliable and sturdy cars. These characteristics laid the groundwork for Volvo's enduring image as rugged and dependable.
• 1950s-1970s: A milestone was achieved with the introduction of the three-point safety belt in 1959, revolutionizing automotive safety standards. During these decades, Volvo continued to innovate, producing models like the Amazon and the iconic P1800, which emphasized style alongside safety.
• 1980s-1990s: Reacting to global challenges, Volvo diversified its offerings and enhanced its engineering prowess. The company expanded into international markets, forming partnerships and refining its cars’ luxury elements to compete with established premium brands.
• 2000s-Present: The acquisition by Geely Holding Group in 2010 was pivotal, infusing the company with fresh capital and enabling a renewal of vision. This era marked a commitment to electrification and sustainability, aligning with modern consumer values while striving to elevate the brand to luxury standards.

Volvo's journey reflects a deliberate shift from a focus on engineering robustness to embracing a broader scope of technology, aesthetics, and customer-centric features. This evolution raises questions about Volvo's position in the contemporary luxury market, highlighting its efforts to blend legacy attributes with modern sophistication.

Defining Luxury: What Makes a Car Brand Luxurious?

Determining what constitutes a luxurious car brand involves several key factors that collectively elevate a vehicle to a status beyond ordinary transportation. These elements underscore prestige, exclusivity, and exceptional quality, which are paramount in establishing a brand as luxurious.

1. Exquisite Craftsmanship and Materials

At the forefront of luxury is the use of superior materials and meticulous attention to detail in craftsmanship. This includes the finest quality leathers, woods, and metals, cohesively integrated to construct an opulent interior ambiance. Techniques such as hand-stitched upholstery and custom finishing differentiate luxury vehicles from standard models.

2. Innovative Technology and Features

Luxury car brands consistently pioneer cutting-edge technology, offering advanced features that enhance safety, comfort, and connectivity. Innovations such as adaptive cruise control, automated parking, and state-of-the-art infotainment systems are expected in luxury vehicles, providing a seamless and enhanced driving experience.

3. Performance and Ride Quality

Performance is integral to luxury, as these cars often boast powerful engines and superior ride quality. This includes smooth acceleration, precise handling, and advanced suspension systems that offer a plush driving experience while maintaining robust capabilities.

4. Exclusivity and Brand Heritage

Luxury is inherently tied to exclusivity. Limited production runs, bespoke options, and unique design elements ensure a degree of scarcity and personalization. Furthermore, a strong brand heritage symbolizes tradition, elegance, and a commitment to excellence that luxury consumers value immensely.

5. Exceptional Service and Ownership Experience

Finally, luxury brands distinguish themselves through exceptional service, offering personalized buying experiences and comprehensive after-sales support. This might include concierge services, extended warranties, and VIP customer events, all aimed at reinforcing customer loyalty and satisfaction.

These factors, when interwoven, create a perception of luxury that goes beyond mere aesthetics, embodying an aspirational lifestyle that consumers associate with high-end automotive brands.

A Brief History of Volvo: From Safety to Sophistication

Volvo, a name synonymous with safety and reliability, traces its roots back to 1927. Founded in Sweden by Assar Gabrielsson and Gustaf Larson, the company's initial focus was on producing robust vehicles capable of withstanding the harsh Scandinavian climate. From its inception, Volvo placed an emphasis on safety, a trait that would become the cornerstone of its brand identity.

• Early Innovations: Volvo's reputation for safety was established early on with pioneering innovations. In 1959, they introduced the three-point safety belt, revolutionizing passenger safety and setting a new standard in the automotive industry. This commitment to safety continued with the development of the rear-facing child seat in 1972 and the introduction of the Side Impact Protection System (SIPS) in the 1990s.
• 1960s to 1980s: During these decades, Volvo began expanding its product lineup and market reach. The acquisition of Dutch car maker DAF paved the way for the development of compact models. These years were marked by a balance of practicality and sturdiness, elements that won Volvo a devoted following among family-oriented consumers.
• 1990s Onwards: Entering the 1990s, Volvo diversified its offerings to appeal to a broader customer base. The shift in dynamics was evident with the launch of models like the Volvo C70, which combined stylish design with the brand's hallmark safety features. This era also saw the brand's first foray into luxury with the introduction of more refined interiors and cutting-edge technology.
• 21st Century Developments: The acquisition by Chinese automotive giant Geely in 2010 marked a pivotal chapter for Volvo. This partnership facilitated a global expansion and an investment in technological advancements. Volvo's commitment shifted towards eco-friendly practices with the development of hybrid and electric models, all while maintaining the quintessential focus on safety and quality.

Volvo's journey from a safety-focused manufacturer to a sophisticated car maker is a testament to its adaptability and forward-thinking approach. Throughout its history, Volvo has continually redefined itself while adhering to its core values of safety and innovation.

Volvo's Design Philosophy: Elegance in Simplicity

Volvo’s design philosophy balances elegance with simplicity, reflecting a commitment to aesthetics and functionality. This approach supports the perception of Volvo as a potential luxury brand, where subtlety, rather than opulence, defines the experience.

• Functional Minimalism: Volvo’s vehicles embody a minimalist design approach. This minimalism isn't just about less—it's about focusing on what is essential, marrying function with streamlined beauty. The absence of superfluous elements ensures that each feature and line is purposefully crafted, presenting a cohesive and uncluttered visual appeal.
• Scandinavian Heritage: Rooted in its Scandinavian heritage, Volvo emphasizes clean lines and natural materials. Interiors often feature an interplay of high-quality, sustainably sourced materials like leather, wood, and metal. This connection to nature enhances the luxury feel, making interiors warm, inviting, and refined.
• Advanced Technology Integration: Simplicity extends to Volvo’s technology, where user-friendly interfaces allow ease of use. Their Sensus infotainment system is a prime example, offering intuitive controls and ensuring that technological advances do not overshadow driving pleasure. The straightforwardness in tech features exemplifies elegance in execution.
• Attention to Detail: Even the smallest design elements are carefully considered. From the precisely stitched seams of the upholstery to the ergonomic positioning of controls, attention to detail showcases a commitment to craftsmanship. This meticulous focus reinforces Volvo’s position as a brand that intertwines luxury with practicality.
• Timeless Aesthetics: Unlike trends that come and go, Volvo’s design ethos prioritizes timelessness. Models retain a classic appeal, ensuring longevity of style and retaining luxury status across various market changes. The fusion of tradition with modernity reinforces Volvo’s luxury potential.

By committing to these principles, Volvo successfully creates vehicles that exude understated luxury, making a distinct statement of elegance through simplicity.

Performance and Engineering: Does Volvo Compete with Luxury Brands?

Volvo's ambition in the luxury market hinges significantly on its performance and engineering capabilities. When scrutinized, these attributes reveal the brand's dexterity in producing vehicles that can contend with renowned luxury car manufacturers. Here, several factors are instrumental in assessing Volvo’s competitive stance.

1. Engine Performance

• Powertrains: Volvo has introduced advanced powertrain options such as turbocharged and supercharged engines, alongside hybrid and fully electric models. These innovations aim to deliver a refined balance of power and efficiency, a hallmark of luxury vehicles.
• Horsepower and Torque: With horsepower figures frequently surpassing 300 hp, Volvo vehicles demonstrate the muscle necessary to appeal to performance-seeking clientele.

2. Engineering Innovations

• Safety Technology: Historically, Volvo has been a pioneer in safety innovations such as the three-point seatbelt and advanced driver-assistance systems. The continuous integration of safety technology reinforces Volvo’s luxury standing by offering cutting-edge safety features.
• Sustainability Focus: Committing to electrification, Volvo aims to provide an all-electric fleet by 2030, positioning itself as a forward-thinking luxury brand dedicated to sustainability.

3. Ride Quality

• Suspension Systems: Volvo's vehicles are equipped with sophisticated suspension setups that aim to deliver a smooth and controlled ride quality, an expectation among luxury consumers.
• Noise, Vibration, and Harshness (NVH): Attention to NVH levels ensures that Volvo vehicles provide a serene and quiet cabin experience, aligning with luxury market demands.

Through meticulous engineering and technology enhancements, Volvo competes in the luxury segment by focusing on performance, innovation, and customer-centric features. Whether this strategically positions Volvo within the echelons of traditional luxury brands like Mercedes-Benz or BMW often depends on consumer perceptions of these engineering feats.

The Interior Experience: How Volvo Stacks Up in Terms of Comfort and Features

Volvo's interiors are often lauded for their minimalist Scandinavian design, where functionality meets elegance. The juxtaposition of high-end materials paired with intuitive technology defines the cabin's ambiance. Leather, wood, and metal harmoniously meld to create a sleek and inviting space.

Comfort Features

• Seating: Volvo's seats are renowned for their ergonomic design, offering ample support on long drives. Adjustable lumbar support, heated and ventilated seats, and premium leather upholstery amplify comfort.
• Cabin Environment: Volvo incorporates advanced climate control systems ensuring optimal air quality and temperature. Interior illumination options enhance the cabin's serenity.
• Sound Insulation: Strategically placed insulation materials ensure minimal road noise, creating a quieter driving environment.
• Spaciousness: Generously apportioned interior space caters to passenger comfort, with ample legroom and headroom in both front and rear seats.

Technological Integration

• Infotainment System: Volvo's Sensus infotainment system is designed with user-friendly operation in mind. The touch interface offers robust connectivity options, including smartphone integration via Apple CarPlay and Android Auto.
• Driver Assistance Features: Cutting-edge technology remains a hallmark of Volvo, with innovative systems like Pilot Assist and Lane Keeping Aid.
• Advanced Sound Systems: Options from Bowers & Wilkins custom-tailor acoustic experiences, delivering crisp and immersive audio quality.

Aesthetic and Practical Blend

"Volvo's design ethos captures both beauty and utility, enhancing the overall interior experience without compromising on luxury or execution."

Volvo seamlessly integrates luxurious elements without overpowering functionality, achieving a balanced, sophisticated environment. The craftsmanship emphasizes the brand's commitment to offering both comfort and premium features. The thoughtful integration of these dimensions places Volvo in a commendable position relative to luxury competitors.

Innovative Technology: Leading the Charge in Automotive Advancements?

Volvo has established itself as a formidable force in the automotive industry with a strong focus on innovative technology. The brand's commitment to advancing automotive technology is evident in various groundbreaking initiatives.

Volvo’s proprietary Scalable Product Architecture (SPA) is a testament to its engineering prowess. This flexible platform underpins many of Volvo's models, allowing for the integration of future technologies without extensive redesigns. Its modular nature provides a harmonized structure for both traditional and electric vehicle powertrains, showcasing Volvo's readiness for an electrified future.

Safety remains a cornerstone of Volvo's technological innovations. The company has pioneered several safety technologies, including:

• City Safety System: An advanced collision avoidance system that detects vehicles, pedestrians, and cyclists.
• Pilot Assist: A semi-autonomous driving feature that aids in maintaining a steady speed and distance from the vehicle ahead.
• Run-off Road Mitigation: A system designed to reduce injury risks by actively steering the vehicle back on track if it detects an unintentional road departure.

Volvo's commitment to sustainability is reflected in its ambitious goal of becoming a climate-neutral company by 2040. As part of this initiative, Volvo is progressively electrifying its lineup. The XC40 Recharge and C40 Recharge are pivotal in this transition, representing Volvo's first fully electric models offering substantial ranges and where digitalization merges with sustainability.

Integrated connectivity solutions like the Volvo On Call app provide owners with seamless interaction with their vehicles. Through this app, users can remotely start their car, check fuel levels, or even preheat their vehicle in colder climates, embodying the blend of technology and convenience.

Moreover, the synergy of Human-Machine Interface (HMI) ensures intuitive interaction. Volvo's innovative spirit extends beyond automobiles, delving into partnerships with tech giants to explore autonomous driving and mobility solutions. Through these collaborations, Volvo targets a leading role in shaping future transportation landscapes, driven by cutting-edge technology and forward-thinking design.

Safety First: The Core of Volvo’s Identity and Its Luxury Implications

Volvo is synonymous with safety, a core value deeply embedded in the company's DNA. The Swedish automaker has consistently prioritized passengers' well-being, resulting in its global reputation as a leader in automotive safety. The brand’s relentless commitment to protective engineering has led to groundbreaking innovations that reflect a paradigm of trust.

Volvo's safety-first ethos is underscored by the implementation of various innovative features:

• IntelliSafe System: This suite of technologies encompasses several advanced driver-assistance systems (ADAS), including collision avoidance and lane-keeping support, which collectively enhance both driver and passenger safety.
• City Safety Technology: An urban driving technology designed to mitigate the risk of collisions in stop-and-go traffic by automatically engaging the brakes if an imminent collision is detected.
• Pilot Assist: This semi-autonomous driving feature offers steering assistance to ensure safe lane discipline and adaptive cruise control to maintain safe distancing on highways.

These features not only align with consumer expectations of high safety standards but also firmly establish Volvo’s cars within a certain tier of luxury. While traditionally, luxury was measured by opulence and brand status, contemporary luxury consumers also seek assurance and peace of mind, which Volvo delivers through its safety innovations.

The implications of Volvo's safety focus extend beyond typical luxury benchmarks. The emphasis on research and development of life-saving technology demands significant investment, often reflected in pricing. Consequently, this positions Volvo within the luxury segment by association with premium quality and sophisticated engineering.

Safety in Volvo is not merely an additional feature; it is a sophisticated standard that shapes all facets of the driving experience. By seamlessly integrating cutting-edge safety mechanisms into a lifestyle of opulence, Volvo redefines the very essence of luxury. This fusion appeals to consumers who view safety as an integral component of luxurious automotive experience.

Market Positioning: Volvo’s Competitors in the Luxury Segment

The luxury automobile sector is characterized by its competitive landscape, where brands are continually striving to offer an exceptional blend of performance, comfort, and innovation. Volvo positions itself within this segment, known for its Scandinavian design philosophy and emphasis on safety technologies. To understand Volvo's market standing, it is essential to analyze its primary competitors in the luxury automotive industry.

Major Competitors:

1. BMW:
   • Known for its sporty performance and driving dynamics.
   • Offers a broad range of models from sedans to SUVs, like the X5 and 3 Series.
   • Emphasis on innovation with the introduction of electric vehicles in its lineup.
2. Mercedes-Benz:
   • Renowned for its luxury and comfort, offering a wide variety of high-end models.
   • Competes directly with Volvo’s SUVs through its GLE and GLS lineup.
   • Strong focus on technology and premium interiors.
3. Audi:
   • Stands out with its Quattro all-wheel-drive system and cutting-edge technology.
   • Known for sleek design and performance-focused models like the A6 and Q7.
   • Combines luxury with innovative infotainment systems.
4. Lexus:
   • Toyota's luxury division, known for reliability and customer satisfaction.
   • Competes with Volvo through hybrids and luxury sedans like the ES and RX.
   • Strong environmental focus with a significant investment in hybrid technology.
5. Jaguar:
   • A British brand known for its stylish design and performance.
   • Offers a lineup that rivals Volvo’s SUVs with models like the F-Pace.
   • Focus on electric vehicles, with the I-Pace leading the segment.

The luxury segment is diversified, with brands leveraging unique propositions to capture market share. Volvo differentiates itself through safety innovations, sustainable practices, and understated luxury, catering to a niche market that values these attributes. Understanding the competitive dynamics helps in appreciating Volvo's distinct position within the luxury automobile segment.

Price Point and Value: Is a Volvo Investment Worth the Premium?

The Volvo brand is well-regarded for its commitment to safety, innovative design, and quality engineering. These attributes contribute to its positioning within the market, often sparking debates on whether Volvo commands a price premium and if that premium indeed translates to value. When assessing the price point, several facets highlight what Volvo offers to the discerning driver.

• Safety Features: Volvo's dedication to safety is unparalleled, boasting innovations like the City Safety system and advanced driver-assistance technology. These make the vehicles especially appealing to families and safety-conscious individuals, potentially justifying a higher price for long-term security.
• Design and Construction: Aesthetically, Volvo vehicles are characterized by minimalist Scandinavian design and high-quality materials. The interiors offer a mix of natural materials such as leather and wood, enhancing the luxury feel. Such design meticulousness supports the luxury claim, often reflecting in the cost.
• Technology Integration: Volvo remains at the forefront of integrating cutting-edge technology in its vehicles. Features such as intelligent connectivity, autonomous driving capabilities, and sustainable power choices, like hybrid and electric deals, contribute to the overall value proposition.
• Performance and Driving Experience: The performance of Volvo vehicles balances comfort and power, with engines designed for both fuel efficiency and dynamic driving. The brand's focus on a smooth, elegant driving experience is a significant factor in justifying its premium pricing.
• Resale Value: Industry analysis suggests that Volvo cars tend to hold their value well compared to some competitors. This can make the initial premium investment more palatable, as higher retained value may mitigate costs over time.

In conclusion, the value of a Volvo investment is highly dependent on individual priorities. It is essential for consumers to weigh these elements against their needs to determine if the price premium aligns with their personal and practical criteria for a luxury vehicle.

Consumer Perception: How Drivers and Experts View Volvo’s Luxury Status

Volvo's reputation as a luxury brand presents varied perceptions across different audiences. On one hand, drivers often associate the brand with safety, reliability, and Scandinavian design. On the other hand, automotive experts may evaluate Volvo against typical luxury benchmarks like performance, prestige, and cutting-edge technology.

Key Perceptions Among Consumers:

• Safety and Reliability: Many consumers consider Volvo synonymous with safety due to its innovative safety features, including pioneering the seatbelt. This long-standing commitment enhances its value as a luxury choice in its own right.
• Design Aesthetics: Volvo's minimalist, Scandinavian-inspired designs are appreciated for their elegance and functionality. This design philosophy resonates with consumers seeking understated luxury rather than opulence.
• Comfort and Technology: While some consumers praise the high-quality materials and comfortable interiors, others expect more advanced technology comparable to traditional luxury brands like BMW and Mercedes-Benz.

Expert Evaluations:

Experts continually analyze whether Volvo fits within the luxury car segment. Their assessments often include:

• Performance Metrics: Experts scrutinize Volvo's powertrains compared to its counterparts. Although known for comfort and safety, Volvo sometimes trails behind in terms of raw performance metrics synonymous with other luxury brands.
• Brand Prestige: Volvo's prestige is often tied to its heritage and quality, but experts argue whether these aspects alone suffice to classify it as a full-fledged luxury brand.
• Innovation: Continuous advancements, including efforts towards electrification, shape experts' views on Volvo’s place within the luxury segment.

"Volvo's transformation in the automotive landscape prompts ongoing debate. The decision rests on both consumer values and industry innovations that define luxury."

Overall, Volvo's luxury status pivots on balancing consumer expectations with expert criteria in an evolving market.

Global Presence and Influence: Volvo’s Reach in the Car Industry

Volvo Car Corporation, headquartered in Gothenburg, Sweden, holds a significant position on the global stage in the automotive industry. With a focus on innovation, safety, and sustainability, the brand has established itself across continents, effectively catering to diverse markets and demographics.

Market Penetration

• Europe: As its home continent, Europe remains Volvo's most robust and traditional market. The brand's Scandinavian roots resonate well with European consumers seeking a blend of safety, technology, and luxury.
• North America: In the United States and Canada, Volvo's sales efforts focus on SUVs and electric vehicles, tapping into popular demand. By creating models that appeal to American tastes, Volvo aims to increase its market share amidst fierce competition.
• Asia: With China as its largest single market, Volvo capitalizes on the rapidly expanding Asian auto market. The acquisition by Chinese automotive giant Geely has amplified its reach and production capabilities, marking a significant pivot towards catering to Asian consumers.

Influence and Partnerships

Volvo impacts the car industry through its commitment to innovation and collaboration. The company's embrace of electrification sets it apart as a leader in the green vehicle initiative.

• Technology: Leading advancements in autonomous driving technology, Volvo's partnership with tech companies boosts its standing in this burgeoning field.
• Sustainability: Advocating for an eco-friendly future, Volvo promises a fully electric lineup by a set timeline, pushing the industry toward greener practices and policies.

"Our ambitions are clear, and the company's evolution demonstrates its adaptability and foresight," remarked a Volvo executive at a major automotive summit.

Production and Assembly Operations

Volvo manufactures across multiple nations, enhancing its global reach and logistical efficiency. Its assembly plants in Belgium, Sweden, and the United States, among others, optimize distribution while supporting local economies.

The brand's strategic geographic manufacturing locations underscore its responsiveness to regional market demand and global supply chain dynamics. By aligning production facilities with market needs, Volvo strengthens its global presence and industry influence. The ability to adjust and satisfy diverse geographical appetites situates Volvo as a dynamic force in the worldwide automotive landscape.

Sustainability and Luxury: Volvo’s Commitment to Green Initiatives

Volvo, an automaker synonymous with innovation and safety, has fiercely embraced sustainability as an integral part of its luxury brand identity. Aligning with environmental consciousness, Volvo focuses on several green initiatives that set it apart in the luxury automotive sector. These efforts illustrate the brand’s determination to combine luxurious driving experiences with environmental responsibility.

• Electrification Pledge: Volvo has made an unprecedented commitment to electrifying its entire range of vehicles. By 2030, the brand aims to offer only fully electric cars. This pledge reflects a comprehensive strategy to minimize carbon emissions, enhancing the sustainability of its luxury models while reducing dependency on fossil fuels.
• Renewable Energy Usage: Manufacturing processes reflect Volvo's dedication to sustainability. Volvo factories prioritize using renewable energy sources. The company aims to achieve climate-neutral manufacturing by 2025, underscoring its accountability to environmental stewardship.
• Sustainable Materials: The pursuit of luxury in Volvo vehicles includes a conscientious selection of materials. The brand increasingly employs sustainable materials, such as recycled plastics and leather alternatives, in its car interiors. This not only elevates the aesthetic and comfort of the vehicles but also reduces the environmental impact of their production.

"Sustainability is a central tenet of Volvo’s brand philosophy. Luxury doesn't need to come at the planet's expense," says a Volvo executive, highlighting the brand's ethos.

1. Circular Economy Model: Volvo is actively integrating circular economy practices. This involves designing vehicles that maximize the reuse and recycling of materials, drastically reducing waste and resource consumption.
2. Investor Relations: Volvo’s dedication to sustainability is reflected in its investor policies, prioritizing green financing to fund eco-friendly projects and innovations.

Volvo’s initiatives illustrate that luxury and sustainability not only coexist but can propel each other to new heights. Each strategic move affirms the company’s role in revolutionizing luxury automobiles through green innovation.

Conclusion: Final Thoughts on Volvo as a Luxury Brand

Volvo has consistently positioned itself as a premium brand, recognized for its dedication to safety, innovative technology, and sustainable practices. Over the years, the perception of what constitutes a luxury brand has evolved, with consumer expectations shifting towards elements that Volvo adeptly delivers. These include advanced safety features, attention to design, and environmental consciousness.

Distinctive Features

• Safety Innovations: Volvo's legacy in safety innovation remains unsurpassed. The brand's commitment to incorporating cutting-edge safety technology into their vehicles sets them apart from competitors.
• Sustainability: With initiatives aimed at producing electric vehicles and reducing carbon emissions, Volvo aligns itself with the values of the modern luxury consumer who is increasingly environmentally conscious.
• Design Philosophy: Scandinavian design influences are evident in Volvo's minimalistic yet highly functional interiors. Their emphasis on comfort, quality materials, and user-friendly interfaces enhances the luxury experience.

Market Position

Volvo's competitors typically include the likes of BMW, Mercedes-Benz, and Audi. However, Volvo carves a unique niche by blending luxury with a pioneering approach to safety and sustainability. While traditional luxury brands emphasize performance and opulence, Volvo's appeal lies in offering peace of mind and aligning with progressive values.

Customer Perception

• Value Proposition: Consumers often perceive Volvo as offering value-driven luxury. They prioritize the safety, reliability, and innovation that the brand promises over sheer extravagance.
• Brand Loyalty: The emphasis on customer satisfaction and reliability fosters brand loyalty. Many Volvo owners value the combination of understated elegance and practical luxury that Volvo espouses.

Volvo's pursuit of redefining luxury through safety, sustainability, and design is shaping its robust identity in the automotive industry. While debates on luxury status may persist, Volvo’s commitment to its core principles ensures it remains a relevant and aspirational choice for discerning buyers.