The Volvo Effect

I liked Volvos when I was a young, which was about as uncool as it was possible to get in a world of testosterone fuelled desire for Maseratis, Ferarris and E-Types. There was something about its uncompromising approach to safety above design or performance. You got the impression that it could get hit by a meteorite, and all it might need was a respray. I never had one then, although I did recently - a Volvo S90, about the size of a small apartment, and a wonderful car. I really liked it, but then came over all ecological. When they go electric, I'll most likely go back.

This though, is not about cars rather than about unfashionable priorities, and a commitment to an ideal. Volvo's principles were clear and they did not compromise them in order to attract more customers. They set out their stall, and accepted that there were those who didn't like them. Then, as they learned, they started making cars more people wanted, They combined aesthetic and performance appeal with the bedrock of…