ADVERTORIAL
A New Era of Safety
Being safe is a fundamental human need, and achieving a state of safety and security has inspired human innovation since the dawn of time. Yet, based on a study conducted by Volvo Cars Canada, only 40% of Canadians are completely confident that their vehicle would protect them in a crash. At Volvo, an ethos of safety is what drives the company to continually innovate with every vehicle released on the market.
Blind Spot Information System
Collision Avoidance System
Volvo’s legacy of safety reaches back more than 60 years. In 1959, Volvo developed the three-point safety belt, then waived patent rights so everyone would benefit, saving more than one million lives. In 1972, Volvo pioneered the rearward-facing child seat, and in 1991, Volvo introduced side-impact airbags.
In recent years, Volvo has introduced such innovations as a Roll-Over Protection System for SUVs, the Blind Spot Information System, a technology that reduces vehicle speed to mitigate the force of impact when a collision is unavoidable, and most recently, introduced the world’s first multi-adaptive safety belt, to be debuted on the new fully electric EX60 in 2026. And these are just a few examples. In addition, Volvo’s Equal Vehicles for All initiative makes all of the company’s crash data collected over five decades accessible for anyone to download.
Now, with AI and machine learning analyzing billions of real-time data points, Volvo is accelerating safety innovation like never before, delivering continuous improvements through over-the-air updates to its vehicles. Informed by insights from real-world driving and AI, Volvo’s latest cars can predict risks, adapt and evolve, helping to protect people in ways once thought impossible. It’s a new kind of safety belt, woven from data.
As a research-informed auto maker, Volvo recently surveyed Canadians to find out how they feel about safety when it comes to their vehicles. The data reveals a gap between perceived safety and peace of mind, especially for newer generations. Advances in technology, such as lane-keeping assist, backup cameras and blind spot detection, are generally trusted by Canadians. But one in three younger drivers say they don’t feel knowledgeable about the safety tech in their vehicle — and 59 percent of all Canadians say they have been confused or distracted by certain technologies. However, as vehicles become more advanced, drivers will not only need to keep up with said technologies, but they’ll also need to consider many more factors when deciding what car to buy.
In surveying the importance of safety, Volvo found that just nine percent rank it as their top purchase factor, far behind price at 34%. Among younger Canadians, price is the major factor (44%), followed by environmental impact (12%), brand reputation (10%) and fuel efficiency (9%). For boomers, top priorities are price (28%), brand reputation (17%), fuel efficiency (16%) and safety (13%). Parents (55%) are more likely to pay more for full safety packages than those with no children (45%).
Lane Keeping Aid
360 Degree Camera
Volvo’s ethos of safety extends beyond their vehicle to the entire planet. The company takes sustainability to heart, working towards net-zero greenhouse gas emissions and embracing the principles of a circular economy. This starts with recognizing that the world’s natural resources are limited. The next step is eliminating waste and pollution and embracing recycling, remanufacturing and reusing parts. This commitment lies at the heart of Volvo’s safety initiatives, recognizing that we are all stewards of the world’s most precious resources. We all have to do our part to protect the things we love.