Of course, this is a very personal decision, but my experience thus far (after three months of ownership) that the XC40 Momentum T5 that I now drive is definitely worth it. I looked at other small SUVs - and although they do not have a starting price of $35K - the difference was worth it to me. The only other car I seriously considered before coming across the XC40 was the Honda CRV. In a Touring AWD version (to get close to the XC40 Momentum T5 spec) it is about $34K MSRP, so not much difference. However, the Volvo has more safety features, more storage options and a more powerful engine. The Honda has more cargo space though, but that was less important to me. You cannot really compare the XC40 to SUVs that cost $25K from a safety and performance perspective. They might have the same features, but will never reach the legendary safety level of the Volvo's.I am new to the forum. My ordered XC40 should be at the dealer end of week. I am having 2nd thoughts due to the cost. It is a beautiful car and I loved the drive. I just wonder if the price tag is worth it when one can buy a comparably loaded SUV, without the badge, for about $10k less. I would love to hear what folks think about their Volvo and if they think it's worth every penny - would you buy it again?