Understanding the human experience

Ask any person on the street what comes to mind when they think of Volvo Cars, and many will answer: safety. It’s what we’re proud to be known for, it’s what we’ve built our brand on.

For us, safety is not a marketing exercise or another regulatory hurdle to clear. It’s at the core of our purpose as a company.

As our chief executive Jim Rowan puts it in a new keynote, we’ve been around for almost 100 years as a leader in automotive safety, setting new standards and inventing new technologies that have saved many lives.

In our forthcoming Volvo EX90 all-electric flagship SUV, which will be revealed on November 9, that legacy continues. The standard safety in the EX90 will be beyond that of any Volvo before it. As it should be, because only innovation can drive us forward and make things better.

We’ll continue to innovate until cars don’t crash anymore, until we’re 100 per cent carbon free as a company. All in order to protect more lives, in line with our purpose. The EX90 is the start of a new era for Volvo Cars, taking our legacy of safety, quality and innovation into the future.