Volvo Cars, the Swedish marque synonymous with safety, innovation, and understated elegance, celebrates its 98th anniversary today. It’s a proud moment not only for the automaker but for a global community of drivers who’ve come to rely on Volvo’s unwavering commitment to progress. In South Africa, where Volvo leads the charge in electric vehicle (EV) adoption, this milestone resonates deeply—echoing nearly a century of engineering excellence, design sophistication, and a bold vision for a more sustainable future.
From Humble Beginnings to Global Influence
The Volvo journey began in 1924 when founders Assar Gabrielsson and Gustaf Larsson envisioned a vehicle robust enough to handle the unforgiving roads of Sweden. That vision came to life on April 14, 1927, when the very first Volvo, the ÖV4, rolled off the assembly line. What started as a modest automotive venture in Gothenburg quickly evolved into a pioneering force that would shape the very fabric of the industry.
Through models like the PV650, PV51, and the elegant Amazon, Volvo soon earned a reputation for dependability and durability. But it was in 1959 that the brand truly set itself apart with a revolutionary safety innovation: the three-point seatbelt. Developed by Volvo engineer Nils Bohlin, the design was so effective that Volvo made the patent freely available, prioritising lives over profit. It is estimated that this single invention has saved over one million lives, a testament to Volvo’s enduring ethos: Cars are driven by people. The guiding principle behind everything we make at Volvo, therefore, is and must remain—safety.
A Legacy Built on Firsts
Over the decades, Volvo has introduced a string of world-first innovations designed to protect lives and improve the driving experience. These include:
- Booster cushions (1978) to safeguard young passengers
- Side Impact Protection System (SIPS) and side airbags (1991)
- Blind Spot Information System (BLIS) (2003)
- Pedestrian detection with full auto braking (2010)
- And most recently, the “invisible shield of safety” debuted in the fully electric EX90, which utilises LiDAR and driver monitoring technology to pre-empt accidents before they happen
These milestones are not simply industry innovations—they are life-saving technologies that reflect a philosophy deeply rooted in responsibility.
Icons Through the Ages
Beyond safety, Volvo’s design legacy is equally compelling. Automotive enthusiasts will recall the stunning curves of the P1800, the enduring appeal of the Amazon, and the surprising punch of the 850 T5-R, which celebrates its 30th anniversary next year. Then came the original XC90, a game-changer in the luxury SUV segment, and more recently, a new generation of forward-thinking electric models like the EX30, EX90, and the soon-to-be-launched ES90—all of which encapsulate Volvo’s bold new chapter.
South Africa’s EV Leader
In South Africa, Volvo has taken a leading role in bringing premium electric mobility to market. The brand’s growing lineup of electrified vehicles has resonated with local consumers seeking a blend of luxury, safety, and sustainability. Models like the compact EX30 have opened up the EV space to a broader audience, while the flagship EX90 showcases just how refined electric luxury can be.
“As we reflect on 98 years of progress, we are proud of how far we’ve come – and more excited than ever about what lies ahead. Our commitment to innovation and sustainability drives us forward, and we’re only getting started,” says Felipe Yagi, Head of Marketing & Communications at Volvo Car South Africa.
Driving Into a Sustainable Future
As Volvo approaches its centenary in 2027, the automaker’s sustainability goals are as ambitious as they are necessary. Electrification forms a cornerstone of its strategy, with plans for 90–100% of global sales to come from electrified vehicles—either fully electric or plug-in hybrid—by that time.
But sustainability at Volvo goes beyond the drivetrain. In the EX90, for example, you’ll find:
- 48 kg of recycled plastics and bio-based materials
- 23% recycled steel
- 22% recycled aluminium
These figures are more than just numbers; they represent a commitment to resource responsibility and a reduced environmental footprint across the entire value chain.
A Century in Sight
Volvo’s 98th anniversary is more than just a celebration of the past—it’s a promise for the future. A future that values safety, sustainability, and human-centric innovation. As the global automotive landscape continues to shift, Volvo stands ready to lead—not just with its vehicles, but with its values.
From the cobbled streets of 1920s Gothenburg to the cutting-edge electric highways of today, Volvo remains a brand defined not just by what it builds, but why it builds it.
Here’s to 98 years of driving change—and to the exciting road ahead.
