It’s been 20 years. I don’t think he’s bluffing for more money.
He held out until he passed away.
Or that he's taking a principled stand.
I think it's a principled stance. I think Nissan made an aggressive move to take it over in early days and it pissed him off.
Trying to profit on the mark is what caused Ford to win a lawsuit over a domain auction site that was selling volvoguy.com, jaguarenthusiastsclub.com, vintagevolvos.com, and others. “bad faith intent to profit” cited in the ruling.
They went after a lot of sites with Volvo in the name - VolvoWorld.com became VlvWorld.com. They have since closed, but they sold parts.