2:00 PM | October 5 2017

Moments that matter

“Sometimes the moments that never happen matter the most.” This is the beguiling thought that lies behind Volvo Cars’ campaign to launch the All-New XC60.

Taking a typically human-centric approach, Volvo has captured the essence of how the All-New XC60’s advanced safety technology has the power to change the lives of people both in and around the car.

The launch film follows a young girl’s journey on her first day at a new school, and shows a glimpse of what life holds for her in the coming years – growing up, travelling the world, settling down and raising a family.

All of this comes to an abrupt stop as the girl steps out in front of an oncoming All-New XC60. The Volvo’s safety system detects the girl and applies its autonomous emergency brake, preventing what could have been a life-changing collision. The film ends with a conclusion: “Sometimes the moments that never happen matter the most.”

Anders Gustafsson, Senior Vice President, Region EMEA at Volvo Car Group, said the film featuring the All-New XC60 highlights how important active safety systems have become, and reflects Volvo’s leadership in this area.

Ninety-four per cent of all accidents are caused by human factors. By using advanced safety technology, Volvo believes it can help to reduce the human factor in traffic accidents.

In Sweden alone, Volvo has seen a decline of about 45 per cent in rear-end frontal crashes thanks to its Collision Warning with Autobrake system.

“Safety is at the heart of everything we do at Volvo Cars. It always has been and it always will be,” said Björn Annwall, Senior Vice President Global Consumer Experience at Volvo Car Group. “With this film, we hope to remind people why we continue to focus on car safety, and how important it is for us all.” 


Read the rest of our October I Roll stories here