Volvo is a brand that is synonymous with safety, and Volvo is the 1st brand to introduce safety belt back in 1959 and it challenges the way industry and public perceive safety. The new campaign – titled ‘A Million More’ – is meant to highlight car safety through the years and the courage to make bold and controversial decisions in order to save more lives.
The first three-point safety belt was the invention of Nils Bohlin, who is a Volvo Engineer. Noting the significance of this breakthrough in car safety and in a conscious decision to put people’s lives first, Volvo immediately made Bohlin’s patent available to all car makers. However, Bohlin’s design was largely rejected by the industry and public for many years despite the experiments and data supporting its efficacy. After years of persistent advocacy and leadership by Volvo, the public finally took to seat belt. This life-saving invention would eventually lead to the introduction of Malaysia’s seatbelt legislation in 1979.
According to the feedback recorded by Volvo, the public dubbed the safety belt law to be “terrible idea” and was also called “a violation of human rights” by The New York Times in 1973.
Today, almost every car in the market has a safety belt and it has been estimated to save more than a million lives. Since the invention of the world’s first three-point safety belt, Volvo Cars has continued to introduce many more ‘world’s first’ innovations and technology, all in the name of safety.
At the turn of a new decade this year, Volvo Cars introduces another “terrible idea” to send a strong signal about the dangers of speeding. From 2020, all new Volvo cars will have a speed cap of 180kph. Since its global announcement in March 2020, Volvo Cars has started a conversation about whether car makers have the right or even an obligation to install technology in cars that changes a driver’s behaviour.
The Global Status Report on Road Safety 2018 published by the World Health Organization (WHO) revealed that Malaysia has the third highest fatality rate from road traffic accidents in Asia and ASEAN, behind Thailand and Vietnam. In 2016, there were 7,152 deaths from these accidents in Malaysia, in which 87% were males and 13% females.
Volvo Car’s ‘A Million More’ campaign kicks off with a new content series that sees the personal accounts of car accident survivors and the role of the seat belt in saving their lives. Click here to view the A Million More video on Volvo Car’s YouTube page. For more information on the campaign, please visit volvocars.com/a-million-more or follow Volvo Car Malaysia on Facebook http://bit.ly/VolvoMY-FB and Instagram http://bit.ly/VolvoMY-IG.
Watch the video: