Wife has an R-Design and I find the following differences:
1. Seats are more more supportive than standard ones.
2. Suspension is bone breaking hard, even on std 17" R-Design Wheels.
3. Interior can be very dark if no sunroof is specced (due to black headliner).
4. I find the interior to be a bit more interesting in the R-Design due to (unique) blue colour on the TFT display (at least it was in 2013) and some other design details.
5. More sporting looking design than the standard car.
I am sure there are more, but these are the ones I can think of on top of my head.
The V40 Cross Country is for me just a simply, jacked up version with extra plastics bolted on. Same car and engines though.
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2019 XC60 T6 R-Design
2017 S6 Avant
1996 850R
1987 780 Bertone
Lots of previous Volvo's 
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