AN indication of just how good competition is for consumers arrives in the sleek shape of the new BMW 3 Series Convertible that has already got Volvo's rival C70 running scared.
The BMW is a huge competitor for the Volvo and it is from the Swede that many of the German model's sales will be stolen.
They are both great coupe cabriolets but the BMW now has the edge simply because it is newer and in the automotive world that counts for a lot.
Having a designer badge is one thing but having the latest one is even better.
This is why there are now deals to be had on the Volvo, which in 2.5 T5 SE form has an official price tag of £30,750 in comparison to £33,065 for the BMW 325i SE Convertible.
Like the Beemer the Volvo has a folding metal roof that aims to give occupants the best of both worlds, whatever the weather.
It also offers four-seat accommodation and with the roof up is indistinguishable from a conventional coupe.
Quality is of the highest order and safety is top of the agenda too, with special protection in the unlikely event of a roll-over accident.
The three engines on offer in the C70 are the 2.4i, 2.5 T5 and the D5 diesel, with the oil-burner achieving an impressive combination of 140mph performance and 38mpg economy.
In the case of the turbocharged T5 the top speed rises to 150mph and economy is just over 30mpg.
It may not look it but the Volvo is fractionally larger all round than the BMW, with an important extra bit of head height for those in the rear.
Where the two cars differ is in their presentation and the way in which they drive. The BMW has a slightly higher quality feel to it and is more of a driver's car.
Whilst both cars are highly desirable the BMW is slightly more so, which is hardly surprising because it is newer.
Its designers have had the huge advantage of being able to study the Volvo, take it apart bolt by bolt and see how they can improve upon it.
It is the usual game of leap-frogging that happens every time a newer product hits the streets.
Next time in it will be Volvo's turn to steal a march back over BMW but in the meantime buyers should use the BMW as a bargaining tool to get a decent discount off the Volvo, which is still an attractive proposition.
FAST FACTS
Volvo C70 T5 SE
Price: £30,750
Mechanical: 220bhp, 2,521cc, 5cyl petrol engine driving front wheels via 6spd manual gearbox
Max speed: 150mph
0-62mph: 7.6 secs
Combined mpg: 31
Insurance group: 17
CO2 emissions: 217g/km
BiK rating: 30%
Warranty: 3yrs/ 60,000 miles, 6yrs anti-rust