Living memory . Volvo lasts as a living memory to elders, as well as teen-agers in this century. Older people remember the PV444, as a well-built, sleek European car. Younger people, relate to some of the newer cars like the sporty C70 featured in the movie, The Saint . Middle-age people see the brand as one that demonstrates safety, as well as contemporary ran appeal.
Brand gives meaning and direction to products .
Volvo adapts to its environment by changing its styling, while still keeping its safe image intact. Like other car companies, Volvo must keep up with the constantly changing market for luxury automobiles. Volvo accomplishes this task by continuing to incorporate new safety features into its cars. The new whiplash protection system, known as whips , incorporates a new seat design to diffuse the energy of a rear impact collision. Finally, the brand has withstood the tests of time and consumers can count on its products possessing the same degree of quality and safety in the future.