BETTER late than never. If one company could be relied upon to tap into the lucrative luxury 4x4 market better than any other it would have to be Volvo.

The company’s core brand values of safety, family and quality are nowhere better exemplified than in a big Sports Utility Vehicle.

Unlike most of its rivals, the XC90 seats seven as standard with a set of rear seats that adults can occasionally use. Despite this, the car’s footprint is no bigger than a Land Rover Discovery. Part of the reason for this apparent miracle of packaging is the compact transverse engine. For the time being, the engine choice is between five-cylinder diesel power, which comes in 163bhp 2.4D or 185bhp D5 form, or the familiar 2.5T five cylinder and T6 turbocharged six-cylinder petrol powerplants.

Parent company Ford will, after the Explorer/Firestone debacle, be glad to hear that the XC90’s innovative Roll Stability Control (RSC) system received the World Traffic Safety Symposium Manufacturers’ Award. Volvo has approached this thorny issue with a three-pronged attack. In order to prevent the XC90 going dirty side up in the first instance, sophisticated gyroscopically controlled stability software steadies even the most radical lane changing behaviour. Should you hit a kerb or ditch and roll the XC90, it features a boron-reinforced roof to prevent the upper body deforming. Finally, the XC90 also features curtain airbags that stay inflated 10 times longer than normal bags in order to ensure passengers are kept away from flying glass and insulated from doorframes during a roll. A demonstration outside Gothenburg where an XC90 was filled with crash test dummies and then walloped in the side by an iron sled proved how effective the system was. Despite being thrown into four-barrel rolls by this 30-tonne impact, the dummies were all safely restrained in their seats.

Volvo claims the XC90 is the first unselfish SUV by fitting a low-level impact absorbing cross member behind the front spoiler to prevent the high, wide and handsome XC90 riding up and over more vertically challenged vehicles.

This pragmatism is a recurrent theme in the XC90’s design process. Volvo realised that the majority of big 4x4s are bought by women who cite the sense of security as a key buying criterion and set up a women’s reference group.

Volvo has tried to enter this market four times in the past, but failed to get its proposals off the ground for a number of internal reasons. The fifth attempt draws upon much of that experience and explains why the XC90 has an uncanny right-first-time look to it.

The overall feel isn’t overly macho, with steeply raked front and rear screens reducing the overall perception of bulk.

Infrared technology allows the driver to see up to five times further at night than is usually the case with conventional dipped beam. Although only offered as an option, it transforms night driving and means you won’t feel the need to constantly dazzle oncoming traffic with the XC90’s powerful main beam.

Prices start at £31,235 for the 2.5T model in S trim. An SE version is also available priced at £33,735 but if you want a plusher Executive model you’ll need an upgrade to a different engine. The diesel side of the range is now split between the automatic only 2.4D model with its 163bhp output and the 185bhp D5 engine which boasts Euro IV compliant status.

The 272bhp T6 models are fitted with Geartronic auto gearboxes as standard and retail at £34,515 in S trim, £37,015 in SE guise or £46,820 for the Executive.

FACTFILE

Volvo XC90 range

PRICE: £31,235-£45,820 - otr

INSURANCE GROUP: 15-18

CO2 EMISSIONS: 242-309g/km

PERFORMANCE: (T6) Max Speed 130mph / 0-60mph 9.3s

FUEL CONSUMPTION: (D5 Geartronic) (urban) 23.7mpg / (extra urban) 37.7mpg /(combined) 31.0mpg

STANDARD SAFETY FEATURES: Front & side airbags/ABS/SIPS/WHIPS

DEALER: Lipscomb Volvo dealerships are at:

Ashford: Bridge House, Chart Road, Ashford, 01233 635661.

Canterbury: Central House, Ashford Road, Chartham, Canterbury, 01227 732250.

Maidstone: Yeoman Garage, Cavendish Way, Bearsted, Maidstone, 01622 739531.