Volvo Car Malaysia has unveiled a year-long safety-themed campaign branded as ‘SELAMAT’, using the launch of its latest electric model, the ES90, to reaffirm the company’s long-standing commitment to automotive safety in the country.
Instead of a conventional model introduction, the company created speculation by teasing what appeared to be a new automotive brand known as SELAMAT.
The campaign began on Jan 15 with a camouflaged ES90 wrapped in a specially designed SELAMAT livery, driven around Kuala Lumpur and supported by digital outdoor advertising, social media engagement and a dedicated website.
The reveal on Jan 22 confirmed that SELAMAT is not a new marque, but Volvo itself – the global pioneer of vehicle safety – returning to spotlight values that have defined the brand for nearly a century and its Malaysian presence since 1966.
The word ‘selamat’ carries a dual meaning for Malaysians, commonly used in daily greetings such as selamat pagi and selamat jalan, while also signifying safety and well-being. Volvo said the campaign draws on this cultural relevance to reconnect Malaysians with the fundamental importance of road safety.
Volvo Car Malaysia Sales and Marketing Director, Patricia Yaw said the rapid growth of the electric vehicle market has seen many new players claiming advanced safety credentials, risking the dilution of what safety truly represents.
“For Volvo, safety has never been a marketing claim. It is our foundation. SELAMAT reflects our belief that progress should give drivers confidence, foresight and peace of mind on every journey, with human life remaining at the centre of everything we do,” she said.
Running throughout 2026, the SELAMAT campaign aims to transform road safety from a regulatory obligation into a shared culture. It will feature on-ground activations, educational initiatives and culminate in the SELAMAT Drive in the second quarter of 2026, where participants can experience safe driving practices alongside Volvo’s latest safety technologies.
Volvo’s safety legacy includes the invention of the three-point safety belt in 1959, Safe Space Technology and the upcoming Multi-Adaptive Safety Belt, underscoring its role as a benchmark-setter in the industry.
The campaign also comes amid ongoing road safety concerns, with 4,428 transport-related fatalities recorded in Malaysia in 2024, highlighting the continued relevance of Volvo’s safety mission.
-NIAGATIMES
