For decades Volvo has used the safety story to win over customers. Now Volvo’s CEO has announced plans for completely “deathproof” cars by the year 2020. “If you meet Swedish engineers, they’re pretty genuine,” stated Lex Kerssemakers, CEO of Volvo Cars North America. “They don’t say things when they don’t believe in it.” How will Volvo achieve such a feat? Volvo plans to use the latest autonomous technologies, like adaptive cruise control, auto lane keeping assistance and pedestrian avoidance systems to help drivers avoid a crash.
Even though Volvo’s boxy cars from the 1970s and 1980s are long gone, the automaker still focuses on safety to stand apart from competitors. Although 2020 is still four years away, Volvo is already making headway, since the Volvo XC90 SUV is currently one of the nine vehicles in which no person in the U.S. has died in the last four years.
Not coincidentally, Volvo also plans to sell autonomous cars by 2020. “With the development of full autonomy we are going to push the limits of automotive safety,” said Volvo safety engineer Erik Coelingh, “because if you make a fully autonomous vehicle you have to think through everything that potentially can happen with a car.”