The Street Cred is Earned: Why Volvo is Considered the "Safety Brand"

The Urban Dictionary ( defines "street cred" as: "commanding a level of respect in an urban environment due to experience in or knowledge of issues affecting those environments.'

When you hear someone say you have "street cred", take it as the highest form of compliment. It means that you have arrived and have earned the respect of friend and foe alike. Frank Sinatra certainly had street cred in the entertainment world. His albums still entertain decades after being recorded.           

It's not a stretch to say that the Volvo brand has "safety street cred" as it has proven to protect its passengers even in some of the most horrendous of accidents.

Before people ever buy their first Volvo, they have heard of its legendary safety. From the tank-like 145s to the boxy V70s to the sleek S80s, Volvo has built a car-manufacturing empire by bringing its loyal buyers heavy, industrial-sized vehicles that they can trust will protect them.

Safety is the way that Volvo positioned itself in the highly competitive and very expensive automotive marketplace. Countless surveys and studies have shown Volvo to be the number one company in the public's minds for this feature.

So, Volvo's safe and sturdy reputation came after many years of innovations as evidenced by more than seventy-five (75) safety improvements in its cars since the 1930's. From 3-point seat belts to safety cages to the relocation of the gas tank, Volvo says in its marketing materials:

"Our goal is to reduce the risk of accidents and mitigate the consequences of any incidents that may occur, as well as to improve safety and the work environment for the operators of our vehicles and equipment."

However, becoming the "Safety Brand" took some bold and brilliant business decisions on Volvo's part. One of those decisions was creating the "Volvo Circle of Life Safety Program". The purpose of this program is simple: create safer cars. The five points of the "circle" are the following:  

1. Examine real-world accidents. 

2. Meet or exceed government safety guidelines:

3. Study new components for thousands of hours.

4. Recreate accidents to test new components at the Volvo Safety Center.

5. Introduce new components to market.   

But before you yawn about all this safety stuff, think about the accident or two that you had in your Volvo. Think about how the seat belt kept you from flying through the windshield or your child who was saved from thanks to the rear-facing child seat or how you stopped on a dime and missed colliding into the Kripsy Kreme truck due to your Volvo's disc brakes.

Volvo does demand a certain level of respect-perhaps the highest in the industry-because of its safety. And, when it comes to protecting its passengers, that's the best street cred you can have.

Read more of our 'safety brand' articles...
Categories: Safety

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