Volvo Works It’s Safety Positioning

Washington Times: The Swedish unit of U.S. carmaker Ford Motor Co. is experimenting with a built-in breathalyzer and speed governor to reduce road accidents.
volvo_nameplate.jpg
The breathalyzer is part of the seat belt mechanism, and before the car will start, the driver must blow below .08 percent or less with the belt buckled. All 50 U.S. states have adopted .08 as the legal limit, while in Sweden, the legal limit is .02, or the equivalent of one drink.
The test vehicle also is equipped with a special set of ignition keys that can be programmed to limit the car to preset speeds, which would enable parents to have control over inexperienced teenagers.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.