KUALA LUMPUR: Volvo Car Malaysia has launched "Selamat", a thematic campaign running throughout 2026, designed to transform road safety from a regulatory mandate into a shared culture.
It is a fully integrated campaign, with a specially designed camo car, digital outdoor, and digital assets specifically created to re-engage Malaysians with Volvo’s core values in safety.
The campaign launched recently with an ES90 disguised with a specially designed "Selamat" camo wrap, which was driven around Kuala Lumpur for a week.
This was supported by a digital outdoor, social campaign and website that drove speculation and attention to a launch event on Jan 22, where Volvo revealed that "Selamat" is Volvo.
What appeared to be yet another new EV (electric vehicle) entering the market was revealed to be the original pioneer of automotive safety, returning with the same values that have defined it for almost a century.
Volvo Car Malaysia sales and marketing director Patricia Yaw shares, “The electric vehicle landscape in Malaysia is growing fast. New brands are entering the market, many of which assert their own claim towards advanced technology and safety."
"For Volvo, safety has never been a claim. "Selamat" reflects our belief that true progress lies in giving drivers confidence, foresight, and peace of mind on every journey. As mobility continues to evolve, "Selamat" ensures that human life remains at the centre of everything we do.”
Throughout the year, Volvo Car Malaysia will host a series of on-ground activations and educational initiatives to reassert the importance of safety fundamentals.
These efforts will build towards a major milestone – the "Selamat" Drive, slated for the second quarter of 2026.
This flagship driving event will allow Malaysians to experience the synergy between safe driving habits and Volvo’s innovative technologies in a real-world environment.
