Volvo Safety Innovation: Balancing Speed and Security

The Evolving Landscape of Automotive Safety

Contemporary automotive safety transcends mere engineering principles. It represents a complex interplay of technology, design, and user experience, relying heavily on sophisticated sensors and software.

Volvo, historically recognized as a leader in vehicle safety, faces the challenge of demonstrating innovation and agility while upholding its established safety reputation.

Strategic Approaches to Public Offering and Vehicle Development

The company’s decision to pursue a traditional IPO offers insights into its strategy. This contrasts with its affiliated brand, Polestar, which opted for a merger with a special purpose acquisition company (SPAC) to project an image of technological leadership and design prowess.

Interestingly, Polestar’s positioning inadvertently reinforces Volvo’s identity as a more deliberate and safety-focused manufacturer.

This allows Volvo to differentiate itself, benefiting from innovations initially tested and validated in Polestar vehicles.

The Importance of User Experience

“We are witnessing an industry shift comparable to the changes seen in the mobile sector, with the emergence of new functionalities, possibilities, and sensors,” explains Thomas Stovicek, Volvo’s Head of UX.

“However, this influx of new technology can introduce complexity for drivers. Therefore, our focus on user experience centers on ensuring ease of use and clear comprehension of system behavior within the vehicle environment.”

Addressing Security Concerns

Despite its longstanding commitment to safety, Volvo recently experienced a security breach involving the theft of some research and development data.

The company promptly addressed potential safety implications, stating, “Based on current information, Volvo does not anticipate any impact on the safety or security of customer vehicles or the privacy of their personal data.”

Key Takeaways

• Automotive safety is increasingly reliant on technology and user-centered design.
• Volvo is strategically balancing innovation with its core safety values.
• Polestar’s approach helps to define Volvo’s position as a cautious safety leader.
• User experience is paramount in managing the complexity of modern vehicle systems.
• Data security is a critical component of overall vehicle safety.

Polestar and Volvo: Divergent Brand Identities

Polestar establishes a distinct corporate identity compared to Volvo. While Volvo prioritizes “safety and autonomy,” Polestar focuses on “technology and performance.”

Furthermore, Volvo embodies “safe and responsible” principles, whereas Polestar champions “sustainable and progressive” values.

The aesthetic of Polestar is characterized by coolness and minimalism. Conversely, the Volvo experience is often described as providing a sense of secure comfort.

Drawing from Scandinavian imagery, this contrast can be likened to the characters in Frozen. Volvo projects the reassuring appeal of Olaf, while Polestar embodies the pioneering spirit of Elsa.

Strategic Differences in Implementation

Volvo’s approach has historically been one of measured advancement, a contrast to the more rapid evolution of its affiliated brand, Polestar.

Despite Volvo’s participation in the creation of the Android Automotive operating system alongside Google, Polestar was the first to integrate the system into its vehicles.

This proactive step garnered significant media attention, exemplified by headlines such as “Polestar Aims to Innovate Electric Vehicle Production Beyond Volvo’s Capabilities.”

As a newer entrant to the market, Polestar maintains a smaller sales volume – approximately 10,000 vehicles annually – compared to Volvo’s substantial half-million units.

Consequently, Polestar is actively striving to establish a unique brand identity and market presence.

Polestar as the Group’s Technology Vanguard

According to a Polestar representative, “Polestar is, and will continue to be, the technology leader within the broader Group.”

The integration of the Google infotainment system serves as a prime illustration of this leadership. It initially launched with the Polestar 2 before being adopted by Volvo in the XC40 Recharge and subsequently the XC60.

This pattern is expected to continue with future technological advancements, with Polestar consistently introducing innovations before their implementation in Volvo vehicles.

Expect to see further instances of Polestar leading the way in technology deployment in the years ahead.

Image Credits: Kirsten Korosec

Reducing Driver Workload

Unlike Polestar’s emphasis on advanced technology, Volvo has adopted a more minimalist approach to in-car technology, prioritizing a streamlined user experience. This system is built upon the foundation of Android Automotive OS.

Volvo’s primary objective is to decrease the mental strain on drivers. To achieve this, they employ behavioral psychologists who study how individuals process information differently.

“Our core principle is to reduce complexity and deliver information to users in an accessible manner,” explains Stovicek. “Significant improvements are still possible. Achieving zero collisions remains our ultimate goal, and the evolving platform capabilities offer exciting opportunities.”

This translates to fewer disruptive alerts and notifications, reserving them for critical emergency situations. According to a Volvo representative, the focus isn’t on concealing features, but rather on creating a simpler, less distracting experience for the driver.

Volvo prioritizes designing around the user, not the technology itself, and aims for the most intuitive user interface possible.

Automakers have historically overloaded in-car infotainment systems with numerous controls as screens became more prevalent. Volvo was an early adopter of large, standard screens with its initial Sensus OS in the XC90. Now, the brand is focused on refining the information presented to the driver.

To enhance their understanding, Volvo has partnered with NVIDIA to gather anonymized safety data from lidar sensors, radar systems, and cameras, utilizing graphic processing capabilities.

The all-electric Volvo XC40 showcases a new infotainment system.

During a recent test drive of the Volvo XC60, the infotainment screen appeared both simpler and more vibrant than previous models. However, the wireless charging feature required manual activation through the settings menu. This reduced level of immediate choice represents a departure from the trend of feature-richness in recent vehicles.

For many years, Volvo has consistently reinforced its commitment to vehicle safety. The company’s claims regarding safety are substantiated by its history of pioneering research and development.

Significant milestones include the introduction of seatbelts in 1959, the rear-facing child seat in 1972, and the booster seat in 1978. Side impact protection was implemented in 1994, followed by collision avoidance and pedestrian protection systems in 2008. That same year, Volvo established a goal to prevent serious injuries in its vehicles. In 2021, eleven Volvo models received the highest safety rating from the National Highway Traffic Safety Administration’s New Car Assessment Program.

The Challenge of In-Car Smartphone Integration

Automobile manufacturers currently face a significant challenge: the inclination of drivers to utilize their personal smartphones to supplement, and sometimes supplant, the vehicle’s integrated systems. This practice, leveraging what is arguably the most distracting element of driving, presents safety concerns.

Volvo is actively focusing on strategies to minimize driver reliance on handheld devices while operating a vehicle.

Addressing Unsafe Driver Behavior

“Drivers were resorting to their mobile phones to access features not natively available within the car’s system,” explained Anna Arasa Gaspar, UX Manager at Volvo Cars. “This created a potentially hazardous driving environment, which we aimed to prevent.”

The company’s approach involved developing a solution deeply integrated with the Android Automotive operating system.

A Platform for Safe App Integration

This integration was specifically designed to support third-party applications while maintaining a secure user experience during driving. The goal was to provide functionality without compromising safety.

Volvo collaborated closely with teams from Android, Google Maps, Google Assistant, and Google Play Stories to achieve this streamlined and intuitive interface.

Building for Long-Term Sustainability

“A key aspect of our development is creating a platform with longevity,” stated Adolfsson. “The products we’ve created are built to endure and evolve over time.”

This forward-thinking approach emphasizes a sustainable and adaptable in-car experience.

Proactive Safety Measures

Volvo is also proactively enhancing safety by intervening from the moment a driver enters the vehicle.

“We’ve considered the experience of a first-time user and how we can best assist them,” Adolfsson noted. “Unlike previous models where settings had to be actively sought out, we are streamlining the initial setup process.”

Prioritizing Safety

Volvo S90 Small Overlap Crash Test Image credit: Volvo

Instances frequently arise demonstrating that advancements in safety and technology do not invariably coincide, particularly when human assessment is a factor.

A complex situation emerges here. A search for “Tesla and self-driving accident” yields numerous results, yet this hasn’t diminished the company’s substantial market valuation. It should be noted that the Tesla Model 3 continues to achieve excellent crash safety ratings.

Like all automotive manufacturers, both Tesla and Volvo are engaged in a rapid effort to integrate increased ADAS functionality into upcoming models, striving for innovation. However, the implementation of novel technologies doesn't consistently correlate with consumer confidence or a feeling of security.

Recent research conducted by the AAA Foundation for Traffic Safety indicates that only one driver in ten would be comfortable relying on a completely self-governing vehicle.

Volvo asserts on its official website that consumer surveys consistently identify it as the automaker most trusted to safely implement autonomous driving features. The company anticipates being several years away from releasing a fully autonomous vehicle.

Volvo’s strategy centers on persuading customers that it can simultaneously be a pioneer in self-driving systems and maintain the highest safety standards. This also includes establishing itself as a leading manufacturer of electric vehicles. A cautious approach is being deliberately adopted to achieve these goals.

This approach naturally raises the question: why must technology designed to ultimately enhance road safety be branded as “tech” first? This presents a fascinating dilemma regarding the definition of playing it safe.

Correction: An initial attribution to Annika Adolfsson was inaccurate; the correct source of the quote is Anna Arasa Gaspar, UX Manager at Volvo Cars.