There must be something about Volvo that attracts smart, protective women. The two women who influenced my life and career the most, adored this Swedish auto brand. My mom, who taught me how to cross the road and admonished me every time I was distracted when walking the streets, always pointed to any passing Volvo and told me that was her favorite car. The Inquirer’s late, great editor-in-chief Letty Jimenez-Magsanoc, whom we fondly call LJM, considered everyone in the company to be part of the family, and when any of the paper’s writers or photographers were feeling too harassed by the toxicity of their beats, she would always assure them that the Inquirer was their “safe space” where they could unwind, as well as exercise their creativity. Outside of the office, LJM once told me she loved being in a Volvo XC60 D5.
Safety loves company, I guess. My Mom knew that her kids’ safety while out in the streets was of the utmost priority. LJM knew that, in order to bring out the best from her staff, they first must feel protected by their company. Both women saw these things in Volvo. The carmaker has had a stellar history in car safety, introducing such innovations as the side impact protection system (SIPS) and the three-point seatbelts, thereby saving countless lives and limbs.
Swedish Ambassador Annika Thunborg mentioned these achievements in the October 4 launch of the full-electric SUVs C40 and XC40 Recharge Twin in Makati City. She added that Volvo even made the patent for the three-point seatbelt available to the public so that all other carmakers could adopt it quickly.
Volvo has also played a pivotal role in my career as a motoring scribe. My first test drive was a Volvo V70. One of my earliest and most memorable experiences covering motoring events overseas was in Singapore in 2005 when I interviewed female Volvo engineers from Sweden. These engineers designed the concept car Volvo YCC (Your Concept Car)—an elegant sports coupe made especially for women—which was unveiled in Geneva in 2004.
What cemented Volvo’s reputation for safety was its Amazon 120 Series, first manufactured in 1956. The book “501 Must Drive Cars” describes the Amazon 120 as a bestseller for Volvo for more than a decade. As a testament to its durability and solid craftsmanship, nearly half of all the Amazons sold in Sweden are still running today.
Keith Schafer, head of operations for Volvo Cars Asia Pacific, and someone who must have encountered these Amazons on a regular basis, knows the type of owner a Volvo gravitates to.
“Volvo consumers are often very intellectual, very demanding, and very aware of what’s happening. And they are often used to getting their way, too. Which is good. They keep us on our toes to deliver what’s important for them in their life and their preferences. For example, just to have the T-Tec (upholstery that is non-animal derived) and the non-leather, is more important for some people, especially the younger ones,” Keith explains.
Keith stressed that when one buys a Volvo, he or she actually buys into an entire ecosystem that seeks to take the carbon footprint down to the minimum in order to make the least adverse impact on nature.
And now that vehicle electrification technology can now be made mainstream, Volvo has fully committed to making all its models 100-percent EVs by 2030. In the Philippines, Volvo sets the ball rolling by introducing two full-electric EVs simultaneously: The XC40 Recharge Twin (537 km range; 0-100 kph in just 4.9 seconds, and an introductory price of P3,990,000) and the C40 Recharge Twin all-wheel drive (549 km; 0-100kph in 4.7 seconds, intro price of P4,190,000). Both models run on twin electric motors, and the entire interiors are not sourced from animals.
Keith assures that the two new roll-outs are just the beginning. He tells me to expect more e-Volvos to arrive on our shores quite soon.
Small EV SUV
“We are planning to continue to launch new and exciting full-electric products in the near future. Next up are cars like the EX30—our small SUV—and the EX90 7-seater SUV,” Keith says.
It’s about time the Philippine market catches up with its Asian neighbors, insofar as EV take-ups are concerned. “The reception and acceptance in our neighboring Asian markets of these full electric cars have been extraordinary,” Keith discloses, adding that sales of the full-electric already accounts for over 20 percent total sales, and if sales of plug-in hybrids are added in, that share comes up to 35 percent.
Putting pressure on carmakers
Keith observes that the Filipino market has expressed its willingness to embrace EVs. “They are very aware of what is available around the world, and they’re putting pressure on the manufacturers to offer what they see are already available in other countries. That’s what the internet does. All information is available to the public online, sometimes to the point that customers know better than the dealers themselves,” quipped Keith.
And since Keith knows that Volvo customers are pretty darn smart and persuasive, he’s quite ready for the clamor from his customers in Asia and the Pacific.
“It’s funny when I go back to my books and look at what has been talked about for the future, and where we actually are today. Consumers now have all the data. They have the facts. They can make comparisons. We need to be sharp so that we can offer the best.”
As my Mom used to say whenever we went out of the house, “Look sharp, kid. Someday, that will save your life.”
