Volvo’s Immersive Keynote Sees the EX90 Head into a New Safety Era

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

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

Together AKQA & Volvo Cars crafted the strategy behind the creative vision, Safety In Mind. Turning the focus from what’s outside the car to the driver inside it and reframing safety in the automotive industry

As chief executive Jim Rowan puts it in a new keynote, Volvo has 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 the forthcoming Volvo EX90 all-electric flagship SUV, which will be revealed on November 9th, 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.

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

Understanding the human experience

So what can you expect in the new Volvo EX90? It’s a car designed to understand you and its surroundings to help keep you, your loved ones and others in traffic safe. It can also get smarter and safer over time, as it learns from new data and receives updates.

The development of the latest safety technology is based on understanding human behaviour, rooted in decades of Volvo’s own and others’ safety research. Every one of us is likely to experience or be affected by at least one car crash in our lifetime.

Volvo know that distraction and tiredness are facts of life, and that they travel with us, knowing that you may not always be at your best, for whatever reason. And in traffic, it takes only a few seconds for the unthinkable to happen.

So Volvo's aim is to help you be a better driver and reduce the risk of a crash happening. The Volvo EX90 comes with an invisible shield of safety that includes the latest sensing technology, allowing the car to understand your state of mind and the world around you.