The 780 has always elicited strong reactions. It was a dream come true for those who had waited up to six months for their custom-ordered 780 to be manufactured, largely by hand in Turin, Italy. In 1985, the automotive industry was divided. It was too conservative for some Bertone purists who desired a true Italian-made sports coupe with a more aggressive engine. It was a radical departure from the plane vanilla era of boxy 240s and 740s for Volvophiles, and a chance to drive something truly unique. It alluded to a Maserati Bi-Turbo while also offering something hand-crafted and truly one-of-a-kind.

Nonetheless, the 780 is a timeless design. In contrast to the current practice of automakers (including Volvo), where the appearance of a model is changed as frequently as every one to two years, the 780 was a "legacy" design. Though its angular lines date the 780 as a 1980s design, the car is a classic, distinct example of Volvo's final collaboration with Carrozzeria Bertone, and it has become a collectible, limited-edition Volvo. In an era when obsession with aerodynamics and trendiness has resulted in excessively rounded and tediously similar-looking cars (the "jellybean factor," as some Volvo owners have described it), the 780 will still stand out in a crowd of current but similar-looking designs.

One thing to keep in mind about the 780 is that it was not intended to be a sport or performance coupe. The 780 was designed specifically for touring. The 780 was designed to transport a driver and three passengers on long distance drives in comfort and style, with its luxurious appointments, refined suspension, heavy soundproofing, smooth V-6 or 4 cylinder turbo engine, and automatic transmission. The real joy of driving the 780 is going on long drives on smooth highways and back roads with winding curves and long straightaways.

With the 780's price depreciating to a great value for money, assuming the car has been well preserved, demand for the 780 has increased significantly in recent years. The 780 Turbos from 1989-1991 are in high demand, owing to their improved performance and ease of maintenance.