It's what our American cousins would call a no-brainer. A car marque from the cold mountainous climes of northern Europe with a reputation for ruggedness and safety, and the growing popularity of 4x4s.
Volvo should have been at the forefront of the SUV market. Yet the XC90, which had its European launch in Switzerland last week, is the Swede's first foray into the SUV market.
What's more, it has chosen to do so with a product firmly aimed to compete with on-road luxury 4x4s such as the BMW's X5, the Mercedes ML and the Lexus RX, where the fashion is more suits and polo tops than rubber wellies.
The XC90 is the latest and top of the range XC model. Along with its clearly stylish lines, Volvo aims to win market share on accommodation, while retaining its strong reputation for safety.
Coming in at just under 4.8 metres - the same as the larger estates on its fleet- it's the only true seven-seater in the executive on-road 4x4 segment.
The decision to enter SUV territory came back in June 1999, with a tight deadline of two-and-a-half years. The remit for designers was to safely accommodate more than five people.
They were assisted by the decision to use the P2 frame of the S80, and a transverse straight five and straight six cylinder engine rather then 'V' engines.
Safety has always been at the heart of Volvo's marketing strategy. While the XC90 features all the airbag and roll-over technology to be expected of such a product, one of the more interesting features is a rather selfless concern for other road users.
Normally in head-on collisions, the risk for saloons is that the car will slide under the 4x4 and all crush zones will be missed as the driver and passenger head straight for the grille of the oncoming SUV.
However, the XC90 features a low-level crash bumper - well hidden under the smooth lines - which allows the vital crush zone to be activated.
Alan Cousins of Volvo Ireland, quoting figures for the Irish SUV market of about 1,500, has already had orders for 68 units. However, due to production limitations, the firm's initial quota for Ireland is 75 for the first 12-month period from January.This is a result of attempts by Volvo to feed the ravenous US market.
Already 65 per cent of the 50,000 units a year produced in Gothenburg, Sweden is destined for US shores.
However, Cousins, speaking at the XC90's European launch in Switzerland, denied that Irish sales would suffer greatly: its main competitor the BMW X5 already has a waiting list stretching well over a year and a half.
Positive news as well on residual values of the XC90, with estimates of over 50 per cent for three-year-old models under 60,000 miles. This compares to 42 per cent for the average Volvo saloon.
Two engine types will be available to the Irish market: a 2.9 litre six-cylinder petrol with 272 bhp, a 0-62 mph of 9.3 seconds and a limited top speed of 130 mph; and a 2.4 litre diesel offering 210 bhp, a 0-62 mph of just under 10 seconds and a top speed of 130 mph. Both feature automatic geartronic transmissions, but manual versions will come later.
The engine range matches the lower levels of its main competitors BMW and Mercedes, but compares very favourably in price, coming in at €59,500 for the T5 and €67,900 for the T6.
The XC90 features a full time automatic four-wheel drive system, which operates independently of driver input.
Overall, the XC90 was easy and comfortable to drive - very much like a normal executive car.
The mountainous roads above Lake Geneva gave us plenty of opportunity to test the power and handling. It took corners surprisingly well, with minimal roll. On the motorway system the handling was light, probably suited to the US market, but at no stage did it feel unstable.
The two engine varieties are quiet and responsive, the diesel being slightly slower. However, the more eco-friendly diesel will undoubtedly be the biggest seller in the Irish market. Both were surprisingly quiet and there was little road noise.
Among the many well-thought out details of the XC90's high specification is a standard middle seat in the second row that can be turned into a booster seat for a youngster. However, the very back seats are an adult free zone, particularly if over six foot.
In-car entertainment is excellent, featuring a new Dolby system including 13 speakers and separate controls for back seat passengers who can use headphones to listen to something different from those in the front seats.
This new Swede offers another attractive option for motorists who prefer to be head and shoulders above the traffic, and who have €60-70,000 burning a hole in their pockets.
