A major truck manufacturer is launching a new road safety initiative, in connection with its vehicles and it perhaps comes as little surprise to know the name behind the campaign is Volvo. Safety is marketed as one of the key factors in car buying, but up to now, has often been low on the list of selling points for trucks. Volvo in Holland is leading the way with the new campaign.

Carl Johan Almqvist, Traffic and Product Safety Director at Volvo Trucks says, “The safety systems in today’s trucks dramatically reduce the risk of road accidents. Now the big challenge is to put the safety argument across to more customers.”

The initiative involves working with dealers as well as its own sales staff. The company has also created so called safety ambassadors to promote its safe truck message.