Brand of the Week – Volvo

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Nils Bohlin, inventor of the three-point seatbelt, received a gold medal from the Royal Swedish Academy of Engineering Science in 1995 and, in 1999, was inducted into the Automotive Hall of Fame.
Nils Bohlin, inventor of the three-point seatbelt, received a gold medal from the Royal Swedish Academy of Engineering Science in 1995 and, in 1999, was inducted into the Automotive Hall of Fame.

There is a VOLVO in Every Car Today – by Oluwatobi Tiyamiyu

Brief History of AB Volvo

The history of Sweden’s biggest car company dates back to the 1920s. The official debut date was 14th, April 1927. The era of Volvo’s safety dominance began in 1957, when the elegant 120 Amazon model appeared on the roads of Sweden and others countries. This was the first car that fitted three-point safety belt that is being used in all cars today. Since then the company has worked to improve the active and passive safety features in its cars, investing hugely in its Research and Development division. The company has a long list of safety innovations implemented over the years to mass-produced cars which has drastically reduced the number of accidents and injuries among Volvo cars’ users.

Brand Achievement

More than a million people globally are estimated to have survived a car accident thanks to a 50-year-old invention designed by Volvo – the three-point safety belt. Reducing your chance of injury or death by at least 50 per cent in the event of a collision and it remains the most successful contribution to safety in the history of motoring. This feature was from the beginning of the brand an indisputable advantage which they have urbanized over the years to maintain a lead position in the car safety technologies.

Since its birth in 1926 with its first prototype named ‘Jacob’, the company has sold over 18 million cars across the world making it one of the top most sought after vehicle most especially in the truck automobile category which it recently won the Grand Prix award at the 2015 Cannes Creative Effectiveness Lion Award with its Live Test Series Campaign.

The brand has demonstrated in every stage of a new car production, its priority to put the consumer safety needs first by introducing new safety features to its new models. For instance, the active safety systems installed in the new Volvo cars are the award winning technologies, contributing to Volvo cars being engaged in 27% fewer damage accidents and 51% fewer bodily injury accidents on average than other similar size cars. The active safety systems reduce the likelihood of being involved in accidents by further 19%. As a result of its constant pursuit of car safety the latest Swedish vehicle, Volvo V40, has been recognized as the safest car in the world in 2012 scoring the best result in the history of Euro NCAP tests – 100% in Supporting Safety Systems Volvo V40, 98% in Adult Occupant Safety and Pedestrian Protection up to 100%.

Key Brand Facts

 

The Epic Split Live Test Campaign Series

Recently, to demonstrate the efficacy of its trucks to the world, Volvo devised a series of stunts to illustrate aspects of the vehicles including emphasizing safety and environmental concerns.

These were relayed on YouTube backed by press and resulted in over 100 million YouTube views, earned media value of 115,000 Euros, a significant increase in brand recall and awareness with sales in the fourth quarter of 2013 rising by 23%. The most notable of the series is ‘The Epic Split’ by the world renowned Jean Claude Van Damme – https://www.youtube.com/watch?v=M7FIvfx5J10

Conclusion

In the fast-paced world of today where vehicles now reach a top speed of 267.857mph, Volvo’s three-point safety belt invention of over 50 years ago still remains the most significant innovation in the automobile industry till date. Although many questioned their business aptitude for not patenting the invention which would probably have made the brand stand-out as the most financially successful automobile company, as quoted from the Managing Director “The decision to release the three-point seat belt patent was visionary and in line with Volvo’s guiding principle of safety”. The invention was so significant, it had more value as a free life saving tool than something to profit from. For this, Volvo has invariably imprinted its essence on all car users across the world. Thereby affirming the statement now that ‘There is a Volvo in every car, even if it’s a Ferrari’

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