They are and a brand like Volvo has no choice but to go that direction. Going sporty like Lexus definitely won't work for them. The only sporty they can get in design is similar to Mercedes and Jaguar.There's still plenty of quirky features without overwhelming the car and retaining that clean look. These days, it seems like other manufacturers are trying to throw in as many sharp angles and ridges as they can in an effort to make a car loo more aggressive and sporty, but clean designs like these are more appealing IMO.
It doesn't have to be full all out performance models like M cars and AMG's, instead it could be a soft launch, similar to what you see in Lexus F-Sport models. Lexus had some sporty trims before the IS-F came out. Even Hyundai did a soft launch with its Genesis Coupe.But if they really implement those developments in a road car. Volvo isn't really known for performance by far. If they come out with a performance lineup or trim, then I can see it happening but they just aren't there yet.