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Volvo's emphasis on safety technology can be traced back to the beginning of the brand. More than 80 years ago, Gustav, two founders of Volvo? Larson and Arthur. The idea of establishing Volvo Car Company came into being at a lobster dinner in Stockholm, Sweden. After the company was founded, the two founders were determined to produce the safest car in the world. Before the launch of the first car OV4, Volvo conducted the first crash test. In that frontal crash test, an imported car was almost smashed into scrap iron, while the Volvo OV4 prototype had only a few impact scars, which established the image of a Volvo safety car in one fell swoop.

"Cars are for people. No matter what you do, ensuring safety is the basic principle that Volvo always adheres to. " This sentence by the founder of Volvo clearly expresses the brand concept of Volvo brand focusing on safety, and the pursuit of safety has become an inexhaustible motive force for Volvo company to keep moving forward and Volvo brand to grow. "Since the first car was produced, every new Volvo car has added many innovations and improvements in safety," Buberg said. "'Care for life, enjoy life' is a slogan of Volvo, and it also appropriately interprets the brand soul of Volvo."

However, Buberg said with great concern that the data show that as many as 654.38+0.2 billion people worldwide die from road traffic accidents every year, which is no less harmful than a major infectious disease. Volvo is committed to producing high-safety automobile products and sharing its brand safety concept with consumers, media and even peers, because paying attention to automobile quality and traffic safety is always a "win-win" social problem. Volvo hopes to gradually deepen the promotion and shaping of the brand through the export of safety concepts.

Technology: Small details make great security.

As we all know, the Nobel Prize is a symbol that Sweden is proud of. If you want to select the "Nobel Prize for Automobile" based on safety technology, I am afraid it is the Volvo brand. For more than 80 years, Volvo's technical team has been exploring and practicing safety technology. The three-point seat belt is Volvo's iconic invention. Exactly fifty years ago, Volvo car engineer nils boleyn invented the three-point seat belt. Volvo granted this invention patent to other automobile companies free of charge, and now it has become the basic configuration of all automobile products. This seemingly simple invention has saved countless lives in traffic accidents.

Buberg said that the three-point seat belt is Volvo's landmark invention in the field of safety technology, and it also encourages us to keep innovating. Over the years, Volvo engineers have done a lot of research on road safety technology. Our philosophy is to lead the world's security technology and always be at the forefront of the market. At present, many world-first technological achievements have been achieved: 1930 introduces hydraulic brakes; 1959 pioneered three-point seat belts; 1966 introduces the safest car in the world-Volvo144; 3 yuan catalytic converter was invented in1976; 1998 introduced the most advanced safety equipment in the world, including IC inflatable curtain, whip head and neck protection system. SCC safety concept car uses four-point seat belts for the first time. At present, Volvo has been able to integrate all excellent safety technologies in new models to form a complete solution.

"We have a global traffic accident research center and an automobile safety center in Sweden and a traffic accident research center in China," Buberg said. "We have studied more than 40,000 traffic accidents involving more than 60,000 drivers and passengers. From these studies, we know what is the most common type of collision and what is the most common type of injury. We have introduced the corresponding technology, so this is a closed-loop R&D and innovation process, but it is based on the needs of customers.

Volvo spends a lot of money on the research and development of safety products every year, and constantly screens out the elimination results. This spirit of self-denial makes Volvo always walk in the forefront of the world in the development of automobile safety technology, and Volvo cars have also become a safety monument in the history of world automobiles.

Deep-rooted "safe" communication

Thanks to its effective communication means, Volvo has become the safest car in the world. By publicizing its own safety concept to consumers and collecting vivid stories of Volvo drivers and passengers successfully escaping from accidents, Volvo's safety image has been widely spread, accompanied by vivid or intuitive advertising. Just like the comfort and luxury of Mercedes-Benz, the driving pleasure of BMW and the sureness of Audi, after decades of brand accumulation and evolution, safety has become the unique gene of Volvo brand.

The staff of Volvo shared a real case with the author. March 4, 2007, around 3 pm, Patrick, Sweden? Patrik Englund's family had a terrible car accident and collided head-on with a small SUV on the highway with a good view. Fortunately, the Volvo V70 that Patrick's family took ensured their safety. The collision was very serious, but the car was not damaged, because most of the collision force was absorbed by the collapse deformation zone at the front end of the V70. Pre-tensioned seat belts and airbags protect Patrick's driver's seat. In the car accident, he just broke the twelfth vertebra, and after three months of chest and back protection, he has fully recovered. His wife Emily was sitting in the middle of the back seat, wearing a three-point seat belt, and her knee was injured by impact. She also recovered after six weeks on crutches. Two-month-old Lucas is sitting in the backward child seat borrowed from the Children's Welfare Center, with only one bruise on his arm, which is basically safe.

Volvo also understands event marketing. Based on the confidence in its own products, Volvo spares no effort to publicize the safety performance of its cars. 1September, 1998, Volvo organized a side impact test of more than 5,000 people in front of the Ming Tombs Wax Museum in Beijing, which made Volvo cars, which had just entered China at that time, establish a safe reputation among consumers in China. In 2002, Volvo Cars organized 200 China car owners to participate in the "Volvo Safety Tour" in Sweden, which also included a visit to the safety crash test center and crash test. It is the word-of-mouth of these consumers and their personal experience after returning to China that has brought great business opportunities to Volvo's market share.

Volvo's advertisements are all about safety, and it is almost impossible to find Volvo advertisements that have nothing to do with safety. Whether it is 1996' s "safety pin" advertisement won in Cannes International Advertising Festival, or the series of "Enjoy the Beauty of Safety" and "Safety We Care Most" launched in recent years, almost all Volvo advertisements take safety as the theme. In Sweden, Volvo's advertising slogan is "Drive it like you hate it". This ugly advertising slogan fully embodies Volvo's safety and durability. Some people even say that even if other car companies take safety as their main selling point, it is difficult to replace Volvo. For consumers, Volvo's image of paying attention to safety has long been deeply rooted in the hearts of the people.

Whether it is concept or technology, whether it is advertising or marketing activities, Volvo is trying to prove to the world that the safety performance of Volvo cars is worthy of the name. You can buy and drive with confidence.