The History of the Volvo Brand Name
Table of Contents
Simple, Smart and Easy to Pronounce
Some smart member of the company's management with an ear for words and languages came up with the name VOLVO (with capital letters) and on February 20, 1915, the application documents were sent through the AB Delamr & Co Patent office in Stockholm- to the Royal Swedish Patent & Registration office.
"Volvers" is the infinitive form of the verb "roll" in Latin. Compare it, for instance, with the word for a handgun with a rotating drum, revolver. In its first person singular for, the verb "volvere" becomes "volvo". i.e. "I roll."
The name was simple, ingenious and with a very strong symbolic connection to the company's entire operation. Futhermore, it contained no R or S. Easy to pronounce in most places around the world and and with a minimal risk for spelling error.
The American industrialist and camera manufacturer Eastman, who had invented roll film a couple years earlier, reasoned in the same way and chose a simple brand name without either R or S in it for his products
Everything That Rolls
In order to obtain the greatest possible freedom in the use of the new brand name, SKF grabbed the opportunity to cover a vast range of very different - but mutually connected - products when describingthe company's operations in the brand name application. Some already existed, others would appear later and some came to nothing at all:
"Ball bearings, roller bearings, machines, transmissions, automobiles, bicycles, railway material, transportation devices, means of transport of all kinds and parts of and accessories for the aforementioned products."
The bicycles and the railway material are yet yo appear, but there have been a few Volvo automobiles and other transportation devices produced over the years. Some other products that also carried the brand name Volvo are such oddities as producer - gas burners, camping trailers and office chairs.
Full Speed Ahead - After Five Years
Shortly after the start of Volvo, the automative business came to an abrupt half because of World War I. Potential bearing customers had to change over from cars to heavy vehicle production and other war material. After five years of existence, although not all of them in full operation, Aktiebolaget Volvo was dicontinued in 1920.
AB Volvo was put away in a desk drawer and rested there until August 1926 when SKF board, after a long campaign of persuasion, eventually agreed to financially suuport the idea of starting up a car manufacturing operation. This had for some years been the brainchild of one very headstrong SKF employee, a certain Assar Gabrielsson.
Together with his good friend, engineer Gustaf Larson, Ganrielsson urged the building a Swedish car. SKF finally gave the go-ahead, provided the money and from the drawer of a certain desk, produced teh company documents for AB Volvo. The legal name of the company was also chosen as the name for the cars to be produced. During the prototype stage they have been called GL and Larson, after Gustaf.
Ancient Logotype
At the same time, the ancient chemical symbol for iron, a circle with an arrow pointing diagnally upwards to the right, was adopted.
This is one of the oldest and most common ideograms in the Western culture and originally stood for the planet Mars in the Roman Empire. Because it also symbolised the Roman god of warfare, Mars, and the masculine gender, an early relationship was established between the Mars symbol and the metal of which most weapons were made at the time, iron. As such, the ideogram has long been the symbol of the iron industry, not least in Sweden. The iron badge on the car was supposed to take up this symbolism and create associations with the honoured traditions of the Swedish iron industry; steel and strength. The new car also got its name Volvo written in its own typeface.
The logotype was complemented with a diagonal brand running across the radiator, from top left to lower right, already on the first car in April 1927. The band was originally a technical necessity to keep the chrome badge in place but it gradually developed into being a more of a decorative symbol. It is still found across the grille of every Volvo vehicle. And in the centre of the steering wheel you still find the iron symbol.
I am Still Rolling
In 1999, the Volvo Car Corporation was sold by its owner AB Volvo to Ford Motor Company. One reservation was, stipulated, however: that the brand name should be used also in the future by both Volvo Cars and the rest of the companies in the Volvo Group.
The brand name was consequently put into a holding company, Volvo Trademark Holding AB, which is co-owned fifty-fifty by Volvo and Ford, and whose management decides on how the name can be used and in what contexts. Currently, the holding company's management group consists of Leif Johansson, President & CEO of AB Volvo and Bill Ford Jr. Chairman & CEO of Ford Motor Company. Almost 15 million Volvo cars have been produced and of course millions of trucks, buses, marine, aero and industrial engines, construction equipment and so on. Of all the cars manufactured to date, some 8 million are still rolling today.
Little did patent engineer Evald Delmar realise when he signed the application documents in his capacity as SKF representative, that he was about to play an important part in creating what was to become a global industrial concern whose name is still well-known and well-respected around the world, more than 90 years later.
The History of Volvo Cars: Milestones 1927-2007
1927
On the 14th of April, a large door opens at a factory on the island of Hisingen, Gothenburg. Out rolls the first-ever production Volvo. An open tourer with a four-cylinder engine, its model name is ÖV4. The new tourer is priced at 4,800 kronor, and the later PV4 saloon version will cost 1,000 kronor more. The aim is to build 500 of each model, but Swedish customers prove harder to win round than expected. Only 297 are sold in the first year. The brand’s founders, managing director Assar Gabrielsson and technical director Gustaf Larson, are to remain at the helm of the company until the mid-1950s.
1928
The Volvo Special, a lengthened version of the PV4 saloon, is presented. It has a slightly longer bonnet, slimmer front pillars and a rectangular rear window. It is also fitted with bumpers. Bumpers have not yet become standard equipment at this stage.
The company’s first truck is launched, the Type 1. Its success is soon evident. Trucks and later buses are to dominate Volvo’s output in the early decades. Volvo’s first foreign subsidiary is set up, in Finland. 
1929
A new six-cylinder model supersedes the four-cylinder cars. The PV651 is longer and wider than the ÖV4, and has a stronger chassis. The company sells a total of 1,383 vehicles in this calendar year. Twenty-seven of these are exported, some to distant markets like Argentina and Palestine.
Parent company SKF comes close to selling Volvo to Nash in the US for financial reasons, but Assar Gabrielsson manages to avert this move. AB Volvo returns its first modest profit. 
1930
Two seven-seater taxi models, the TR671 and TR672, are launched. The model prefix TR will be used for all of the early Volvo taxis. Another new arrival is the PV652, a more luxurious version of the PV651.
Volvo buys the Hisingen factory where its cars have been made, from parent company SKF. The automotive operation is now providing employment for a few hundred workers. The first issue of the customer magazine Ratten (The Steering Wheel) is published, the first magazine of its kind in the world.
1932
A manufacturing milestone is passed: in May Volvo delivers its 10,000th vehicle. By now it has made 6,200 trucks and 3,800 cars. The first Volvo bus is made – the LV70B, based on a truck chassis. The Swedish police place their first big order, for 40 PV652s. Many more orders for police cars are to follow, both for export and for Volvo’s home market.
1933
Two more new car models see the light of day – the PV653 and its de luxe version, the PV654. Smaller wheels give these a more modern look than their predecessors. Taking a cue from American cars, the chassis is cross-braced for extra strength. The engine bulkhead has soundproofing, and now, for the first time, the instruments are grouped in front of the driver. Another new feature is a glove compartment.
1936
The PV51 is launched. This cheaper, more basic derivative of the PV36 can be seen as Volvo’s first attempt at producing a popular family model. Its styling is less adventurous than that of the PV36, but it is built along similar lines and uses the same six-cylinder engine. Soon it is selling much faster than the PV36 Carioca.
1937
Launched at the start of the year is the PV52. It has a higher equipment spec. than the PV51, but is otherwise almost identical. Distinguishing it are its twin sun visors, twin windscreen wipers, electric clock, sprung steering wheel, heater and demister, louder horns, folding backrests, reading lamp for the back seat, and armrests on all doors. Volvo produces a total of 1,815 vehicles in this year.
1941
Volvo delivers its 50,000th vehicle, a truck. AB Volvo acquires the majority shareholding in Svenska Flygmotor AB (later to become Volvo Aero). Volvo is now making very few cars. Some of the few produced go to the armed forces for use as cars for staff officers.
1948
Volvo is now producing more cars than ever before. Its total output of almost 3,000 cars in 1948 is made up mostly of PV444s. Only a few hundred are other car models. The company takes the unusual step of suspending new orders altogether, to let supply catch up with demand.
1949
This year Volvo builds more cars than trucks and buses, for the first time since truck production began in 1928. A black PV444 built in August becomes the company’s 100,000th vehicle. There are now about 6,000 people working for Volvo.
1952
The 25,000th PV444 is made in January. Working in Gothenburg and Olofström, the company begins developing its first estate model. August sees the arrival of the improved PV444 D series. Volvo’s deputy MD and technical director, Gustaf Larson, retires.
1955
Volvo ventures tentatively into the north-American market with the PV444. Some say it will be like trying to sell refrigerators to Eskimos, but Volvo soon proves that demand for cars like this does exist in the US. Volvo’s Stora Holm proving ground in Gothenburg is opened.
1956
With sales increasing fast, the 100,000th PV444 is made in January. In spring this model is exhibited at the motor show in New York, and by summer a hundred or so American dealers have signed up to sell it. But the big new product of the year is the Volvo Amazon or P120 series.
1957
The Volvo Amazon goes into production. Anchorages for two-point seat belts in the front seats become standard in all Volvos this year and 1957 is also to be the last model year when the PV444 is made. Volvo’s total car output comes to over 50,000 units this year. The company now has a workforce of 13,000. 
1958
When the Amazon was launched, many thought it would mean the end of the PV models. But not so. In August Volvo presents the PV544, a substantially revised and updated derivative of the PV444. Four versions are made, offering a variety of engines and equipment levels. Seat belt anchorages for the rear seats now become standard. 
1959
Front-seat three-point seat belts are made standard in Volvo Amazons and PV544s bound for Scandinavian markets. This makes Volvo the world’s first car-maker to fit this type of belt as standard equipment. Volvo purchases four million square meters of land in Gothenburg (Hisingen) and starts building roads to the site where the Torslanda plant will take shape. New registrations of Volvo cars in Sweden this year come to 39,016 units – the highest total any single brand has achieved by this stage.
Studebaker by Fohrman Inc. begins selling Volvo's on Chicago's North West side at Fullerton and Cicero Avenues. Fohrman will later become Howard Orloff Imports. 
1960
Early in the year, the two-seater P1800 sports coupé is presented at the motor show in Brussels. The substantially revised Volvo Duett becomes the Volvo P210. It now has a curved windscreen of the same type as introduced with the first PV544, a four-speed gearbox and a new dashboard. An insurance company called Volvia is set up to offer ongoing cover to Volvo owners after their initial accident damage warranties expire. The company is now making over 80,000 cars a year.
1961
The P1800 sports car goes into production. It has a brand-new twin-carb engine, the B18B. The powerful new B18 engine is to be used in the PV544 and Amazon too. For the PV544 there are also new three and four-speed gearboxes with full synchromesh. A two-door version of the Amazon, the 121, is introduced in October.
1963
Local assembly and local component incentives lead to Volvo opening its first foreign assembly plant, in Halifax, Canada. Its output will be a few thousand vehicles per annum. The US is now the company’s biggest export market by far, and Volvo is the fourth-largest imported brand there. The Volvo Group now has a over 20,000 employees.
1964
Several product improvements are introduced, in line with the company’s focus on safety. All the Amazon models are now to have disc brakes at the front, and the Amazon estate gets power brakes for the first time. Another key innovation is enlisting the aid of medical experts in designing the front seats for Volvos. And the first prototype of a rear-facing child seat is tested in Volvos this year. Total production this year is 118,464 vehicles. The company builds its one millionth car, a Volvo Amazon. Volvo is now the biggest company in Sweden.
Howard Orloff joins the Studebaker By Fohrman group located at 4748 West Fullerton Avenue in Chicago and owned by brothers, Marvin and Irving, as a manager bringing with him a wealth of automotive experience, having worked and learned under the tutelage of Jim Moran the "courtesy man", owner of Courtesy Ford in Chicago. 
1965
Finished in black, the last PV544 rolls off the production line at the Lundby plant on 20 October. At an outdoor ceremony that same day, 26 Volvo employees who have won a white PV544 each in a prize draw are presented with the papers to their new cars – a splendid way of rounding off production of the model which made such a difference to Volvo’s future. Total production of the PV444 and 544 ends at 440,000 units, 160,000 of which were exported.
1966
The Volvo 144 makes its debut in August, marking a great step forward in the safety sphere. It has disc brakes all round, a collapsible steering column, and its three-point seat belts have a new type of buckle. Its body has energy-absorbing crumple zones front and back, and its braking system has a unique new configuration: the L-split. Two engines are used in the first 144s, of 85 and 115 bhp. The more powerful version is called the 144S. The new Volvo receives widespread acclaim and is soon voted Car of the Year in Sweden.
Howard Orloff buys Irving Fohrman's ownership interest to become a 50% owner of Studebaker By Fohrman, Inc.
1967
Volvo presents the world’s first rear-facing child seat. Seat belts are introduced for the rear seats. The Volvo 144 is soon a success in export markets too. It proves able to comply with the next set of safety standards in the US even though these had not been published when it was developed. The two-door Volvo 142S is launched in June. The Amazon now has power brakes, a collapsible steering column, and a new safety steering wheel which will collapse in the event of a collision. An emission control system is introduced for twin-carburettor models exported to the US.
1968
The exclusive six-cylinder Volvo 164 is launched, offering refinements like power steering and automatic transmission. Both the Amazon and the 140 now have the new B20 engine with an emission control system. The 140 series achieves record sales, becoming Sweden’s bestselling car of all. Head restraints are introduced for the front seats.
1970
The Volvo Road Accident Research Team is set up to investigate accidents involving Volvos. The Volvo Amazon is discontinued, after 14 years and 667,323 cars all told. Volvo makes its two-millionth car, a yellow Volvo 144. The company undertakes its first major sponsorship, of the Volvo Open golf tournament.
Studebaker By Fohrman, Inc is renamed Fohrman Imports, Inc.
1971
The Volvo 164E becomes the most powerful standard production model to date. It has electronic fuel injection and delivers 175 bhp. The Volvo 1800 E is phased out, to be replaced by the 1800 ES fastback model. For the 20th year running, sales are up again on the previous year. This year’s output is 214,000 cars. Volvo is now the bestselling car brand in Scandinavia. In the UK market, sales are almost 50 per cent higher than in 1970. 
1972
Wanting to add a smaller model to its range, Volvo buys a 33 per cent stake in the car division of DAF in the Netherlands. The Volvo Experimental Safety Car (VESC) is presented. Virtually a laboratory on wheels, it has been developed to test a whole range of safety systems, such as airbags, ABS brakes and telescopic bumpers. Introduced into production models this year are hazard warning lights, seat belt reminders and child safety locks for rear doors.
1973
The first global oil crisis occurs at a time when Volvo output is running very high. The US overtakes Sweden as Volvo’s biggest market.
1974
A whole new generation of cars is presented this summer – the Volvo 240 (six variants) and the 260 (two versions). Their distinctive front-end design has clearly been influenced by the Volvo Experimental Safety Car. February brings the opening of a new Volvo car factory in Kalmar, Sweden. The plant’s appearance is unconventional, as are its production layout and working methods. Cars being built are transported on special carriers, and staff work on multiple tasks in small teams.
1975
The Swedish Automobile Association awards Volvo its gold medal for safety, for features including day-running lights and the stepped-bore master cylinder for braking systems.
1976
The new model from Volvo Car BV, the Volvo 343, marks the company’s entry into the compact market segment. The National Highway Traffic Safety Administration in the US buys a number of Volvo 240s. These will be used to set the safety standards against which all new cars on the American market are to be tested. Volvo presents another world-first in California – the three-way catalytic converter with the lambda sensor. Volvo in Sweden introduces a new type of warranty, providing Volvo buyers with cover against unexpected service and repair costs for the first three years of the car’s life. Volvo builds its three-millionth car, a blue Volvo 245.
1977
Volvo celebrates its fiftieth anniversary, releasing a special model of the 240 to mark the occasion. Finished in metallic silver, it has black and gold trim. New this year is the Volvo 262 Coupé, a very exclusive model designed and built by Bertone of Italy. Volvo produces its first environmental concept car, a small two-seater electric vehicle. Two of these are built.
Howard Orloff welcomes the first of three family members into the business, being his son, David Orloff, who begins his automotive career in the Parts Department.
1978
A booster seat for children of up to twelve is introduced. The Volvo Safety Concept Car, VSCC, is unveiled. Volvo’s car division becomes a subsidiary company – Volvo Car Corporation. Its first president is Håkan Frisinger. Fohrman Imports is sold when Howard Orloff purchases the remaining ownership interest of his remaining partner, Marvin Fohrman, and changes the company name to Howard Orloff Imports, Inc.
1979
Volvo sells 310,000 cars this year, which means output is almost 25 per cent higher than in 1978. For the first time, the engine range includes a six-cylinder diesel, sourced from Volkswagen. Volvo and Renault enter into an agreement for industrial cooperation, research & development. Renault also acquires a minority stake in Volvo Car Corporation for a time.
1980
Volvo introduces its first turbo model, the Volvo 240 Turbo, which is powered by the 155 bhp B21 ET engine. The Volvo Concept Car goes on show. It is built to test new ideas, in particular environmental and energy solutions – pressing issues even in 1980. Its styling will later be echoed in the Volvo 700 series. Demand for new cars in the western world and Japan falls by some 2.4 million vehicles to just under 30 million this year, but Volvo holds onto its market share. In some key markets like the US, the UK and Italy, it even manages to gain ground.
1981
The one-millionth Volvo bound for the US market comes off the production line in February, a silver 240 estate. Volvo is now the biggest imported brand in the United States. In the course of the year, the Dutch state increases its stake in Volvo Car BV to 70 per cent. Volvo retains the remaining 30 per cent.
1984
Time now for the launch of the Volvo 740, in the form of a GLE and a turbo. The 740 GLE has a four-cylinder, 2.3-litre engine with a breakerless ignition system. The 740 Turbo has a 2.3-litre, 182-bhp (DIN) engine, turbocharged and with an intercooler.
Howard Orloff Imports celebrates its 25th year in business serving the Chicagoland area.
1985
The Volvo 780, a luxurious two-door model, becomes the new top-of-the-range Volvo. Launched at the Geneva Motor Show, it has been developed in collaboration with Bertone of Italy. Estate models of the Volvo 740 and 760 are launched this year – a new generation of estates. Output and retail deliveries are up for the sixth year running, and now approaching 400,000 cars a year. Planning begins for a new production plant in Uddevalla, north of Gothenburg. The plant in Ghent, Belgium, celebrates its twentieth anniversary.
Howard Orloff welcomes his eldest son, Jeffrey Orloff, into his growing automotive business as a quality control test driver
1986
The company presents a range of child safety accessories for cars, including a rear-facing seat for children aged up to four. Centre rear seats can now have three-point seat belts too.
1987
ABS brakes become an option for the Volvo 740 and 480. The revised Volvo 760 has new styling and Multilink independent rear suspension. Volvo celebrates its 60th birthday with events like a big car parade through the streets of Gothenburg.
David Orloff, employed since 1977 and the acting Vice President, becomes part owner of the business. Later that year, the company commences doing business under the name Howard Orloff Jaguar Volvo.
1990
Launched now are the Volvo 940 and 960. The four-cylinder Volvo 940 comes in GL, GLT and Turbo versions. The 960 is Volvo’s new prestige model. It has a new powertrain: a three-litre, straight-six engine and electronically controlled automatic transmission. Mechanical seat belt tensioners are standard equipment in the front seats, and one option is a driver airbag. Buyers can also opt for an integrated child seat instead of the rear seat armrest. The world’s first inertia-reel seat belt for the rear centre seat is introduced.
Howard Orloff adds a third member of his family into the business by welcoming his son-in-law, Joseph Coletta to join himself, David and Jeffrey. Plans are being made to relocate the business to a location closer to the Kennedy Expressway and more convenient for their customers.
1991
The Volvo 850 GLT is presented as “a dynamic car with four world-firsts” – one at the front, one at the back and two in the middle. They are the transverse, five-cylinder engine, the Side Impact Protection System (SIPS), self-adjusting belt reels for the front seats, and the Delta-link rear suspension. Developing the Volvo 850 has been Volvo’s biggest-ever industrial project. 
1992
The Side-Impact Protection System is extended to the Volvo 740, 940 and 960. Airbags are introduced for the front passenger seat. The Volvo 850 GLT is launched in the United States. Presented at the Paris Motor Show is the Volvo Environmental Concept Car (ECC). It is a fully-functioning hybrid which uses gas turbine, electric motor and high-speed generator technology. Incorporating a high degree of recyclable materials, it attracts much attention in the car world. Built on an 850 chassis, its exterior styling resembles that of the forthcoming Volvo S80.
1993
Launched in February is the Volvo 850 estate, followed in August by the Volvo 850 Turbo. At the time of its arrival, its 225-bhp engine is the most powerful ever offered in a Volvo. Volvos now have inertia-reel seat belts for all three rear seats. The last Volvo 240, an estate, comes off the production line in May. The company has by now sold over 2.8 million cars from this series.
Howard Orloff Imports, after 34 years of business at the Fullerton and Cicero location moves its dealership to a new State-of-the-Art showroom and service facililty in its current location at 1924 N. Paulina Street in Chicago just off the Kennedy Expressway at Armitage Avenue.
1994
Jeffrey Orloff, employed since 1985 and the acting corporate Secretary, becomes part owner of the family business. 1996
The Volvo S70 and V70 are presented – the successors to the Volvo 850. In the brand’s new model-naming system, S stands for saloon or sedan, V is for versatility (estate models), and C stands for coupé or convertible. The Volvo 960 saloon now becomes the S90, and the 960 estate turns into the V90. A very big milestone is passed this year – Volvo makes its ten-millionth car. It is a green Volvo 960 Royal.
1997
The debut year for the C70 convertible and the V70 XC. The C70 convertible is Volvo’s first open-topped car since the Volvo Sport in the 1950s. The V70 XC is launched as a sporty car with higher ground clearance and advanced all-wheel drive. The XC concept proves a real success for Volvo Cars, and will reappear in successive vehicle generations.
1998
Unveiled in May is the Volvo S80, the first car based on Volvo’s new large-car platform. Its many innovations include front-wheel drive powered by a six-cylinder in-line engine, the Inflatable Curtain system, the Whiplash Protection System (WHIPS), an integrated GSM telephone and the use of sophisticated IT technology. It is also the world’s first car with an Environmental Product Declaration. The last rear-wheel-drive Volvo ever made, a Volvo 940, comes off the Torslanda production line. The 940, S90 and V90 models are all discontinued in this year. A total of 667,000 of them were made.
1999
At 4.06 p.m. on 8 March, the chairman of an extraordinary general meeting of AB Volvo raps his gavel on the table. The shareholders have approved Ford Motor Company’s acquisition of Volvo Car Corporation for the sum of 50 billion Swedish kronor. The formal change of ownership takes place on 31 March.
Joseph Coletta, who joined the business in 1990 and is an acting Vice President in the organization follows David and Jeffrey in becoming a part owner in the business. 2000
It is a busy year for new-model launches – new versions of the Volvo S40 and V40, the new Volvo V70 and V70 XC, and the brand-new Volvo S60, a sporty saloon. The Volvo Cars Safety Centre in Torslanda is opened by HM Carl XVI Gustaf. Its crash laboratory offers outstanding flexibility, allowing two-vehicle crash-tests to be staged at practically any speed and angle required.
ISOFIX, the new industry standard for child car seats, is introduced. The company returns record sales, with retail deliveries of 422,100 cars. Hans-Olov Olsson is appointed president and CEO of Volvo Car Corporation.
2002
January brings the launch of a totally new Volvo at the motor show in Detroit – the Volvo XC90. The XC90 is an immediate success. No other Volvo has ever won so many awards in such a short time. It soon gains the highest safety ratings from independent testing bodies in both Europe and the United States. The Volvo XC90 is an SUV – a Sports Utility Vehicle. It has been developed with safety uppermost in mind, including the safety of other road users such as those in smaller cars, cyclists and pedestrians. Volvo celebrates its 75th birthday on 14 April. 
2003
The new-generation compact Volvos are launched – the Volvo S40 and V50. Despite the S40 having the same name as before, these are all-new vehicles. Safety is paramount. They have a totally new, patented front-end design which is divided into a number of distinct crumple zones. The side-impact protection system is the same type as used in the larger Volvos. The front seats have the Whiplash Protection System (WHIPS). 2004
Volvo presents its Blind Spot Information System (BLIS), a camera-based system which monitors the driver’s potential blind spot, a world-first for cars. The company also presents its side airbag concept for convertibles, another world-first. And there is another sales record: retail deliveries of just under 460,000 cars.
Howard Orloff Imports, after 44 years of sustained growth, takes on a strategic growth opportunity by acquiring the Land Rover franchise, becoming the only Jaguar, Volvo and now Land Rover dealer in the city of Chicago. It commences doing business under the name of Land Rover Chicago.
2005
This year brings the launch of the all-new C70 with its three-section retractable hardtop. It has a unique door-mounted Inflatable Curtain as part of its side-impact protection system. The new C70 is built by Pininfarina, which takes over management of the Uddevalla plant. The Volvo trade mark is 90 years old this year. Retail deliveries for the year end up at just under 444,000 cars. 
2006
The Volvo C30 arrives. Shown first as a Design Concept in Detroit in January, the production version of the lively, youthful little Volvo with the glass tailgate is launched later in the year in Paris. Unveiled at the motor show in Geneva is the next-generation S80, built on a Volvo-American platform. The V8 is one of its engine options. Volvo Cars begins local production in China, initially with the S40. At the end of the year Volvo presents its new City Safety system, which uses radar to help the driver avoid low-speed collisions. However, it is not until 2009 that the City Safety system is placed in the first production automobile; the 2010 XC60 "the car that stops itself".
Volvo's 3-Point Safety Belt: 50 Years As The Standard
In the beginning of the 1950s, cars had no safety belts. Volvo, however, were among the early pioneers who started working with and later fitting these lifesaving devices. At first there were the anchor points at the front in 1957, followed by the two-point diagonal belts which were not as effective as required. However, from the late summer in 1959, the ingenious three-point safety belt was introduced by Volvo. It was, and still is, the greatest single life saving solution in the history of the automobile.
The man behind this was Nils Bohlin. He came from the aircraft industry and had worked with ejector seats in jet fighters. But he also had a lot of insight in keeping man in place during retardation. He was convinced that he had found the simple and efficient solution for keeping the occupant safely and properly seated in case of an accident. A diagonal belt over the chest, safely anchored in the B-post of the car, then across the lap in hip height with both belts attached to a fixed anchor-point below the hip of the occupant. Bohlin also wanted the belt to be handled using only one hand. The patent application was filed in 1958 and on Thursday August 13 1959, the world's first car with standard-fitted three-point safety belts for the front seats was delivered – a black Volvo PV544 and it went to a customer in Kristianstad in the south of Sweden.
In 1967, Volvo introduced thrtee-point belts in the rear seat and in 1969 the inertia-reel belt saw the light of the day. This technical solution was something of a revolution and meant a giant leap forward in terms of efficiency and comfort. In 1986, all seat positions in all Volvo models – including the estates – had three-point safety belts.
To continuously work with improving the safety belt efficency is a must for Volvo Car Corporation. And Bohlin's basic principle is still used, in all cars, in every country around the world. Knowledge saves lives. The belt really proves that. It has done so for the last 50 years and will do it also for the next 50 years to come.
