Volvo Cars: The E.V.A. Initiative

Volvo, an automotive brand, launched the E.V.A (equal vehicles for all) initiative globally to encourage the sector to take automotive safety seriously for all people.
  • Volvo wanted to transform the notion of automotive safety from the traditional and expected, to a relevant and aspirational movement in line with its company purpose and brand strategy.
  • Around 80% of all car purchases are influenced by women and 63% of female car buyers claim to do all the research, negotiation and final decision making on their own, yet car crash testing is done with test dummies based on men as standard.
  • Volvo made crash data research and proprietary knowledge behind its safety innovations public for all to download, including competitors, to push for equal safety – and...

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