Discounts depend on the dealership, if it’s independently run they can offer discount if they wish.
there are a few Volvo dealers around me and they are owned by Volvo UK and said they never discount as Volvo didn’t like them doing so so prices were set. I also experienced this with BMW park lane, again owned by BMW UK so no point in trying to haggle.
Your best bet is to find a decent chain or independent for a discount, talking to Volvo won’t do anything at all as it’s up to independent dealers if they want to affect their margins on a car