The new campaign – titled ‘A Million More’ – highlights car safety through the years and the courage to make bold and controversial decisions in order to save more lives.
The safety belt which Volvo introduced in 1959, was estimated to had saved more than a million lives.
The campaign intends to save a million more lives by sending a strong message about the dangers of speeding.
As such, all new Volvo cars from 2020 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.
Like the safety belt initiative which finally got car makers and the public to accept the benefits of safety belts, Volvo Cars knows that the speed-limit campaign would not be without challenges.
Volvo, a name that is synonymous with safety, gave the world the first three-point safety belt though its engineer Nils Bohlin.
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 resisted by the industry and public for years despite the experiments and data supporting its efficacy.
After years of persistent advocacy and leadership by Volvo, the public finally accepted the safety belt.
This life-saving invention would eventually lead to the introduction of Malaysia’s seat belt legislation in 1979.
According to the feedback recorded by Volvo, the public dubbed the safety belt law to be a “terrible idea” and was also called “a violation of humans rights” by The New York Times in 1973.
Today, almost every car in the market has the safety belt.
After the invention of the world’s first three-point safety belt, Volvo Cars had continued to introduce many ‘world’s first’ innovations and technology, all in the name of safety.
Volvo Car Malaysia managing director Nalin Jain said:
“The reactions to the 180kph speed cap is similar, if not nearly identical, to the comments from the general public in 1973.
"We know that our decision to introduce a speed cap would cause a stir among the public, but sometimes all it takes is that one person to come out and make a stance to change the world.
"For us, controversial or not, it is making the hard and uncomfortable decision to save a million more lives all the more worth it,” he said.
Alex talks about the collision that nearly took his life, but left him with a scar in One of a Million: Survivor Stories.
Volvo Cars Senior Technical Advisor of Safety Jan Ivarsson said:
“We all understand the dangers with snakes, spiders and heights. With speeds, not so much.
"People often drive too fast in a given traffic situation and have poor speed adaption in relation to that traffic situation and their own capabilities as a driver.
"We need to support better behaviour and help people,” he said.
The Global Status Report on Road Safety 2018 published by the World Health Organisation (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.
Linda and Molly talk about their trip to a ski resort that could have been their last in One of a Million: Survivor Stories.
Nalin said: “As a leader in safety, we want to do our part in reducing road fatalities in our cities.
"We believe that a speed limitation is a definite cure, but with this latest campaign, we hope that Malaysians will be able to see what is at stake – their own lives, and those of their loved ones and fellow road users – if they don’t put a cap to speeding.
"Volvo will continue to lead the charge for road safety and in the near future, tackle the problem areas of intoxication and distraction, and other innovative concepts and ideas that will help save a million more lives in the future,” concludes Nalin.
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.
For more information, visit volvocars.com/a-million-more or follow Volvo Car Malaysia on Facebook and Instagram.
