Volvo says it can deliver “death proof” cars by 2020

Death proof cars from Volvo by 2020

Volvo is making a big pledge that by 2020 no one will be killed or seriously injured in a new Volvo car or SUV.

“If you meet Swedish engineers, they’re pretty genuine,” said Lex Kerssemakers, CEO of Volvo Cars North America. “They don’t say things when they don’t believe in it.”

The company isn’t promising to protect drunk morons who step behind the wheel or protect people who think suicide is the only way out. Instead, the company is installing tech aimed at avoiding human error.

According to data from the Insurance Institute for Highway Safety, there are nine vehicle models — including the Volvo XC90 — in which no one in the United States has died in at least four years.

The Swedish based automobile maker says it tracks how people die in its vehicles and it uses that information to create better automobiles.

Volvo is hoping to deliver driverless cars by 2020, but even when the driver takes control, the company is implementing technology meant to avoid accidents and save lives by taking control at crucial and live endangering moments.

Among the company’s new tech are adaptive cruise control, which uses radar and sometimes other sensors to detect vehicles on the road ahead and set following distances, auto lane keeping assistant, which keeps cars in their own lanes, and collision avoidance, which uses radar, cameras or other sensors detect obstacles ahead and warn the driver.

Volvo is also offering pedestrian detection, including tech that can see in the dark to detect human forms that might wander into the path of a vehicle.

Large animal detection will also help find large animals before a crash, ensuring that deer, elk, and other animals don’t come in contact with a Volvo automobile.

2020 is only four years away but Volvo seems confidence in its ability to deliver vehicles that are “death proof” when used as advertised.

Written by John Howard

John Howard

John Howard is the Business Editor at He is an avid watcher of markets, a wallflower of retail, and a fan of disruptive businesses that utilize technology and unique ideas to form brilliant new ways of doing business.