STOCKHOLM: The top speed on a current Volvo models varies, but depending on the engine model, a model like the S60 R can take you up to around 250kph. But that's all about to end.
Volvo has announced plans for a speed limit of 180kph in its cars from 2020 onwards, as part of efforts to enhance road safety and limit road casualties and fatalities, a programme it's calling Vision 2020.
The move comes as car manufacturers are busy touting their growing ranges of safety assistants to help drivers avoid accidents by braking faster, staying in lane and properly dimming their lights. And yet Volvo says all these digital helpers don't make a difference once you hit top speeds.
"The problem with speeding is that above certain speeds, in-car safety technology and smart infrastructure design are no longer enough to avoid severe injuries and fatalities in the event of an accident," said the China-owned car producer.
“As humans, we all understand the dangers with snakes, spiders and heights. With speeds, not so much,” said Volvo safety specialist Jan Ivarsson.
Volvo's new restriction may well be noticed by petrol heads in the few remaining countries with limitless motorways, such as Germany.
But drivers around the world were quick to comment on forums like Reddit that a limit of 180kph won't have much of an impact in places like Britain or Volvo's own Sweden, where most motorways have a limit of less than 120kph.
Meanwhile those who felt the urge to go beyond 180kph in a Volvo said that removing the electronic speed limit could still be an option.
Chief executive Hakan Samuelsson nevertheless hopes the measure will save lives, noting that "while a speed limitation is not a cure-all, it's worth doing if we can even save one life."
Volvo's latest ad campaign points to its introduction of seat belts in 1959, a move it says started a global debate for mandatory seat belts in cars.
"We want to start a conversation about whether car makers have the right or maybe even an obligation to install technology in cars that changes their driver's behaviour, to tackle things like speeding, intoxication or distraction," he added.
Driving under the influence of alcohol or drugs and distraction - for instance when a driver is looking at a mobile phone rather than the road — were other accident causes Volvo mentioned.
China-based Zhejiang Geely Holding Group took over ownership of the Swedish carmaker in 2010 from US automotive giant Ford. Last year, Volvo Cars sold more than 642,000 cars.
