Yeah I don't, at a glance, see why one would choose this over the BMW iX3.
Given that the iX3 has very similar specs, and design at a similar price point, I suspect it will come down to just some people preferring Volvo and their interior design aesthetic, and others preferring BMW's. I like both, although BMW's recent infotainment systems have been a little glitchy in the cars I've rented (X2, X2 gas engine models).