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.