Could be that other marques have better advertising. Could be that other marques have more attractive design. Or could be that people don't know that Volvos are

Could be that other marques have better advertising. Could be that other marques have more attractive design. Or could be that people don't know that Volvos are 40% safer. Could be that demand outpaces production, so people can't buy them. Could be that people are suicidal and want less safe cars (funnily enough leading to fewer safe cars).