Device has saved more than one million lives since introduction in 1959.
Aug. 13, 2009.
Today Volvo celebrates the 50th anniversary of the most important automobile safety device ever invented: the three-point safety belt. Invented by Volvo engineer Nils Bohlin in 1958 and patented in 1959, the device has saved more than one million lives and is now standard equipment on every car. Volvo was also the first carmaker in the world to equip its cars with front seat three-point safety belts as standard.
"This is a great day in the history of automotive safety," said Doug Speck, president and CEO of Volvo Cars of North America. "While the three-point safety belt was not the first safety innovation from Volvo, it certainly has proved to be the most prolific. There really is a little piece of Volvo in every car on the road."
Even after 50 years of automotive safety innovation, the three-point safety belt remains the most effective protection for occupants in the event of a collision. The belt reduces the risk of fatalities and serious injuries from collisions by about 50 percent. A design as obvious as it is intelligent, the three-point belt is perfectly suited to the seat occupant's body. It is the safety belt's ability to keep the occupant in the seat that is of crucial importance.
The three-point seat belt stems from a long line of Volvo safety innovations, many now standard equipment, including multiple grades of steel throughout the vehicle, intelligent airbags, electronic vehicle stability systems, Roll Stability Control (RSC), Driver Alert, Blind Spot Identification System, Lane Departure, Adaptive Cruise Control with Collision Warning and Automatic Braking, just to name a few. Adding another chapter to its safety legacy, in 2009 Volvo introduced what might be termed the world's safest passenger vehicle, the 2010 XC60 T6 AWD, which features City Safety, a low-speed collision avoidance system.
"From Nils Bohlin's invention 50 years ago to City Safety this year, we never stop looking for ways to keep passengers safe," Speck said. "Volvo has always safeguarded the passengers inside its vehicles, and with the introduction of Pedestrian Detection technology in the S60 concept car, our vehicles will be able to detect pedestrians outside the vehicle and reduce the vehicle's speed if the driver does not react to a pedestrian in the roadway."
(March 2006). Volvo is introducing a reworked identity as part of widespread changes to the way it markets itself.
The Swedish motor vehicle manufacturer has appointed branding agency Bite to develop its logo as part of a plan to elevate the marque's iron symbol to give it the same level of prominence as the Volvo mark.
The changes, which are the brand's most significant in 75 years, are intended to eradicate inconsistencies in the application of the Volvo identity across its models and communications.
The company also wants to make greater use of the iron symbol, which it claims is recognised as a good illustration of the strength and endurance of its vehicles.
The changes to the logo are subtle, with the iron mark now more curved and thicker bevelled edges. The shape of the arrow has also been changed slightly. The blue of the "Volvo" script is retained, but the silver used for the iron mark is now a softer matt shade in an attempt to give it a more luxurious feel.
The new look will be introduced across all the brand's promotional activity -- previously it had used only the word "Volvo".
The reworked logo will first appear on the C30 model, which is due to be launched at the Paris Motor Show in September, and international promotional material for the model. Volvo hopes the C30 will rid it of its traditional association as a safe choice of family car and make it appeal to a younger and broader audience.
The changes follow Volvo's decision to relaunch its customer magazine, which is produced by Redwood Publishing.