Future Volvo: Volvo's Plans to Change the World of Motoring
Volvo is in the midst of developing a global campaign that conveys the brand’s traditional strength and on-going focus – safety. By going back to the basics, Volvo will be focussing its marketing attention on highlighting the enviable safety features of its vehicles, opposed to the ‘sexy’ brand ads recently trialled.
With a reputation of delivering safety innovation, Volvo plans to develop new ideas and concepts to ensure future Volvo cars are not only the safest, but also environmentally friendly.
Volvo has been recognised for the cutting-edge safety technology featured in its cars, but Vision 2020 is the long-term plan to strive for ever-improving safety measures. The aim is to achieve no serious injuries or fatalities in new Volvo vehicles by 2020. Volvo will be concentrating its attention on understanding human behaviour in traffic situations as it is believed this is a contributing factor in over 90 per cent of all accidents. Cooperation with social partners and integrating preventative and protection safety systems into cars will also be at the forefront of the development.
In a clear indication of Volvo’s continued efforts in vehicle safety, the XC90, one of the oldest SUV’s available after first debuting in 2003, has recently earned the Insurance Institute for Highway Safety (IIHS) Top Safety Pick+ award. Winners must earn good ratings for occupant protection in four of the five crashworthiness evaluations, and the XC90 received a good rating in all five categories. The categories measure small overlap, moderate overlap, side and roof strength, as well as head restraints and seats.
Volvo is a strong advocate of safety on the roads in all forms which is demonstrating through the recent publication of the third edition of the company’s ‘Children & Cars – a Safety Manual’. The award-winning manual advises parents worldwide on travel safety for children.
DRIVe towards Zero
To coincide with the development of safer cars, Volvo has also introduced the DRIVe towards Zero policy, with a vision to develop cars entirely free from harmful exhaust emissions and environment-impacting carbon dioxide.
Director of Electrification Strategy at Volvo Cars, Paul Gustavsson said: “It is our aim that by 2020, the average emissions from our models will be between 90-100g CO₂ per kilometre and that we should lead the market in the environmental field.”
With a clear direction in future advances, it is evident that the future of Volvo is to achieve more than brand marketing and recognition, but is more closely tied to, ultimately, improving the world of motoring.