VOLVO celebrates the 50th anniversary of its 3-point Safety Belt Invention


Recently I came to know something new about my favourite brand. Of course the brand name is VOLVO

I never knew VOLVO was the first one to come out with 3 point safety belt in the cars, which we in India have started using it recently.

Let’s look at the history about the invention of Safety pin. It was invented by VOLVO engineer Nils Bohlin in 1958 and patented in 1959, from last 50 years this little feature is there in their cars and in every other car brand in the market.

This proves how narrow the brand focus is, they stood for safety and their actions revolves around safety and nothing else. 3 pin safety belt is one feature which we know but there are other unaware features as well, to name a few:

  • 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.

To go further VOLVO is introducing World’s Safest Car, the 2010 XC60 T6 AWD, which features City Safety, a low-speed collision avoidance system.

This is exactly what a brand has to do, they came up with a story of safety which fits consumers worldview and to authenticate the story they made each and every characteristic of the car revolve around the story.

My point is, brand can take a certain position in the mind of the consumers but they have to stick to that position till the brand lives. They just don’t have to position it, they have to support that positioning through all their actions.

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. The device has saved more than one million lives and is now standard equipment in every car.

VOLVO celebrating 50th anniversary of a feature which was introduced in their car and now used in more than 1000 other brands.

VOLVO can proudly say,

there is a little piece of Volvo in

every car on the road.

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Ashish Shakya

Writer. Stand-up comic. General idiot for hire.

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Marketing is all about narrowing the focus

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