Having originally been produced only as a coach chassis, the B10M was made available as a city bus, in which form it was also very popular.

[7] In 1984, Swiss bodybuilder Ramseier & Jenzer collaborated with Volvo to unveil a semi-integral coach known as the C10M, with the engine in the middle of the chassis.

Production of the C10M was ended in 1987, but the position of the engine was still available as an option and became known as B10M-C. Coach operators National Express, Park's of Hamilton, Shearings and Wallace Arnold all purchased large quantities of B10Ms.

South Yorkshire Transport and Kelvin Central Buses also purchased large numbers of the type with Alexander PS bodies.

British Caledonian Airways took four in 1988, the next examples sold in Britain were supplied eight years later, with the delivery of four to Ulsterbus.

Stagecoach was the biggest customer for the model in the UK, purchasing 18 in the mid- to late-1990s, with the last delivered in 1999.

A second B10M demonstrator was an air-conditioned single-deck bus bodied by Van Hool which was acquired and registered as SBS9C in 1986.

It was also the only Volvo B10M Mark I acquired by Singapore Bus Services and it was sold to an operator in New Zealand by the end of the 1990s.

[9] SBS purchased a grand total of 977 B10M Mark 2, 3 and 4 units between 1989 and 1998, making up a large part of its single-decker bus fleet.

Most units received a two-year lifespan extension due to insufficient replacement buses, and were all retired by June 2012.

A 14.50m B10M "Superlong" tri-axle demonstrator bus, bodied by Duple Metsec and registered as SBS997A, was purchased in 1995 and retired in October 2012.

In Australia, the B10M was purchased by government operators Adelaide Metro, Brisbane Transport and Metro Tasmania,[12][13] as well as private operators, with large fleets built up in Sydney by Busways and Westbus,[14][15] and in Melbourne by Grenda Corporation and Sita Buslines.

[16][17] Three-axle B10Ms were fitted with high and double decker coach bodies with AAT Kings, Ansett Pioneer, Australian Pacific Tours, Greyhound and Westbus among the buyers.

In New Zealand, two Volvo B10Ms with VöV bodies built by Coachwork International were ordered by Auckland Regional Council in 1985.

In Thessaloniki 44 buses (1997 version) still in use but OASTH fitted them with modern telematics GPS tracking systems.

Citybus (CTB) ordered 10 Volvo B10Ms with Van Hool bodied and THD101GD engine fitted between 1990 and 1992 for their border-crossing service between Hong Kong and Mainland China.

After the closure of border-crossing service, those B10Ms has been sold to private tourist bus companies in Hong Kong.

All ex-KCRC B10Ms has sold to the MTR Corporation because of the merge of mass railways service in Hong Kong in late 2007.

The B10M as a single-deck bus was complemented (and was largely replaced) by the low-floor rear-engined B10L and B10BLE chassis in some markets in the late 1990s.