By 2020, nobody shall be seriously injured or killed in a new Volvo.
This statement from 2008 clearly formulates a long-term vision to create cars that will not crash. Volvo Cars’ strategy to achieve Vision 2020 includes cooperating with social partners, integrating preventative and protective safety systems into the car and, in particular, to better understands people in traffic situations. Driver behaviour is a contributing factor in over 90 percent of all accidents.
“The goal is unique in that Volvo Cars has designated a year and is showing a social responsibility that also extends to people in other vehicles and pedestrians,” says Anders Eugensson, safety expert at Volvo Cars. ”We are very clear about the fact that our cars should not negatively affect other people at the moment of an accident. In addition, no unprotected roadusers should be seriously injured or killed.”
Whilst other car companies have also hit on the potential of future tech for safety, no one brand has been so bold as to turn it into a PR-able brand story. Which is what Vision 2020 is. And — vitally — it’s entirely credible.
According to Ed Kim, an analyst at automotive research firm AutoPacific, the zero-fatality goal is achievable. Within the next ten years, the confluence of safety technologies such as road sign recognition, pedestrian detection and autonomous car controls will produce far safer cars. Vision 2020 is a Utopian vision which suggests that the auto wreck – that horror symbol of the 20th Century – could be consigned to the past. A vision that Volvo now has the potential to own.
Image: Car Crash by Andy Warhol.
This post originally appeared on Anne-Fay’s work blog: Noise.