Volvo launches a ‘new’ car brand to reinforce its safety promise to Malaysians

Volvo Car Malaysia has launched an entirely ‘new’ car brand called "SELAMAT" (safe), using the concept to renew and reassert its long-standing promise of safety to Malaysians amid an increasingly crowded electric vehicle market.

While "SELAMAT" is not an actual new car model, it is wittily and intelligently framed as one, complete with a teaser film, launch video and supporting activations.

Developed by Grey Malaysia in partnership with media agency Invictus Blue, the fully integrated campaign was created to ignite attention around Volvo’s latest model launch, the ES90, while re-engaging audiences with the brand’s core value of safety. Instead of leading with the Volvo name, the campaign introduced ‘selamat’ as a standalone brand, with no visible Volvo branding across its initial touchpoints.

In Malaysia, the word ‘selamat’ carries a double meaning. It is commonly used in everyday greetings to wish someone well, while on its own, it also means safety. According to Volvo, this belief has underpinned its presence in Malaysia since 1966, making the word a natural anchor for the campaign.

The campaign launched on 15 January with the ES90 wrapped in a specially designed "SELAMAT" camouflage, driven around Kuala Lumpur for a week. This was supported by digital outdoor placements, social content, and a dedicated website that fuelled speculation and directed attention to a launch event held on 22 January. At the event, Volvo revealed that "SELAMAT’ was, in fact, Volvo, positioning the campaign as a return to the brand’s foundational values rather than the arrival of another new EV entrant.

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Patricia Yaw, sales and marketing director of Volvo Car Malaysia, said the approach was driven by how safety risks being diluted in a market where many brands claim similar strengths. "In a world where everyone says they are safe, safety risks becoming just another feature, something spoken about, but rarely felt. For Volvo, safety has never been a claim. 'SELAMAT' reflects our belief that true progress lies in giving drivers confidence, foresight, and peace of mind on every journey," she said. "As mobility continues to evolve, 'SELAMAT' ensures that human life remains at the centre of everything we do," added Yaw. 

From a creative perspective, Grey Malaysia said the campaign was designed to reconnect Malaysian drivers with the fundamentals of safety, both inside and outside the car. Graham Drew, chief creative officer of Grey Malaysia, said the team chose to pre-launch a ‘new’ brand rather than a new model. "It's a literal campaign vehicle that carried this promise at the very heart and created a launch platform for a new 12-month campaign re-establishing Volvo’s leadership in the most essential part of motoring," he added. 

Officially launched as a thematic campaign running throughout 2026, "SELAMAT" aims to transform road safety from a regulatory requirement into a shared culture. Over the year, Volvo Car Malaysia will roll out a series of on-ground activations and educational initiatives, building towards the "SELAMAT" drive in Q2 2026. The flagship driving event will allow Malaysians to experience the connection between safe driving habits and Volvo’s safety technologies in a real-world setting.

The campaign also draws on Volvo’s long history of safety leadership, globally since 1927 and locally since 1966. Key milestones include the invention of the three-point safety belt in 1959, the development of Safe Space Technology, and the future introduction of the multi-adaptive safety belt.

Car brands in Malaysia have been getting creative with their EV launches recently, to capture attention. Back in October, a first for Proton’s renewable energy arm PRO-NET, bookings for the Proton e.MAS 5 were launched live on TikTok and Facebook, turning what is usually a closed-door media announcement into an interactive, nationwide event. Spearheaded by Havas Malaysia, the livestream allowed Malaysians to experience the debut of the country’s most affordable electric vehicle in real time, with hosts and motoring influencers engaging directly with viewers.

Meanwhile, Chinese electric vehicle (EV) maker BYD took a refreshing, lifestyle-first approach to launching its new ATTO 2 compact SUV in Malaysia. Through its authorised dealer Sime Motors, BYD Malaysia rolled out a vibrant weekend-long experience at Heritage Valley, Kuala Lumpur. Rather than opting for a traditional showroom reveal, the launch leaned into what it dubbed “When chill meets thrill”, a concept designed to resonate with the lifestyle aspirations of younger urban Malaysians. 

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