Rather than following the conventional route of unveiling its latest model with a straightforward launch, Volvo Car Malaysia chose a more thought-provoking approach to introduce the all-new ES90. The brand surprised Malaysians by debuting what appeared to be an entirely new automotive marque called “SELAMAT”—a name deeply rooted in local culture and meaning.

This bold move was the centrepiece of a fully integrated campaign designed to reconnect Malaysians with Volvo’s most enduring value: safety. From a specially wrapped camouflaged vehicle to digital outdoor displays, social media activations and a dedicated website, the campaign was crafted to spark curiosity while reinforcing a message that has defined Volvo for decades.

In Malaysia, the word selamat carries a powerful double meaning. It is used daily in greetings and well-wishes—selamat pagi, selamat jalan—yet on its own, it also directly translates to “safe” or “safety.” This dual interpretation made SELAMAT a natural fit for Volvo, a brand whose Malaysian journey began in 1966 and whose global identity has been anchored in protecting human life since 1927.

By adopting this familiar word, Volvo transformed an everyday expression into a statement of purpose—one that speaks to protection, care, and peace of mind on every journey.

The campaign officially began on 15 January, when a camouflaged ES90 wrapped in a bespoke SELAMAT design was driven across Kuala Lumpur for a week. Supported by digital billboards and online content, the mysterious “new brand” quickly captured attention and fuelled speculation, culminating in a reveal event on 22 January.

At the launch, Volvo unveiled the truth: SELAMAT was not a newcomer to the EV space, but Volvo itself—reasserting its position as the original pioneer of automotive safety. What initially appeared to be just another electric vehicle entering a crowded market became a reminder that Volvo’s commitment to safety is not a marketing claim, but a lived philosophy refined over nearly a century.

Patricia Yaw, Sales & Marketing Director of Volvo Car Malaysia, explained the thinking behind the campaign: “The electric vehicle landscape in Malaysia is growing fast, with many new brands making similar claims around technology and safety. In a world where everyone says they are safe, safety risks becoming just another feature. For Volvo, safety has never been a claim—it is our foundation. SELAMAT reflects our belief that true progress gives drivers confidence, foresight, and peace of mind on every journey.”

With SELAMAT, Volvo aims to ensure that as mobility evolves, human life remains at the heart of every innovation.

SELAMAT is more than a launch concept—it is a year-long thematic campaign running throughout 2026. Volvo Car Malaysia plans to roll out a series of on-ground activations and educational initiatives designed to turn road safety from a regulatory requirement into a shared national culture.

These efforts will culminate in the SELAMAT Drive, scheduled for the second quarter of 2026. This flagship driving experience will allow participants to see firsthand how responsible driving habits work hand in hand with Volvo’s advanced safety technologies in real-world conditions.

Volvo’s leadership in safety innovation has shaped the global automotive industry for generations. Among its most influential milestones are the invention of the three-point safety belt in 1959—an innovation that has saved more than one million lives worldwide—and the development of Safe Space Technology, a holistic safety ecosystem that integrates vehicle structure with active and passive safety systems.

Looking ahead, Volvo is preparing its next leap forward with the Multi-Adaptive Safety Belt, a future technology that further personalises protection for occupants. These breakthroughs reinforce Volvo’s role not as a follower, but as the benchmark in automotive safety.

The urgency of this message is underscored by Malaysia’s road safety reality. In 2024 alone, 4,428 transport-related fatalities were recorded nationwide, with road accidents remaining a leading cause of death among those aged 15 to 40. These figures highlight that safety is not abstract—it affects families, communities, and futures.

Against this backdrop, SELAMAT becomes more than a word. It represents the hope we carry for loved ones every time they step out the door, and the reassurance we seek when they return home safely.

At its core, the SELAMAT campaign rests on three pillars. It is a promise—Volvo’s enduring vow to create mobility that is personal, sustainable, and safe, with a long-term vision of a future where no one is seriously injured or killed in a Volvo. It is a benchmark, reflecting the brand’s refusal to simply meet industry standards, instead choosing to set them. And it is a movement, extending beyond vehicles to cultivate a culture where safety is the greatest luxury.

Through SELAMAT, Volvo Car Malaysia is not only launching a new model—it is reaffirming a belief that safety should be felt, lived, and shared by everyone on the road.