At the moment’s launch of the Volvo ES90 additionally served because the reveal of ‘Selamat’. Volvo Automotive Malaysia’s teaser marketing campaign for the all-new electrical sedan centred on a ‘new automotive model’ known as Selamat. We noticed that phrase displayed on a camouflaged mule working round KL final week, and Selamat was additionally seen on cryptic out of doors advertisements and a web based marketing campaign.
VCM explains that in Malaysia, Selamat has a double that means. Spoken every single day, most frequently used to want one another effectively (as in selamat pagi or selamat jalan), the phrase additionally means security. And Volvo is security. We all know that, you realize that, and everybody who’s not a automotive particular person additionally is aware of that – doubling down on their USP, that’s what the inventor of the three-point security belt is doing right here.
“The EV panorama in Malaysia is rising quick. New manufacturers are coming into the market, lots of which assert their very own declare in direction of superior expertise and security. In a world the place everybody says they’re protected, security dangers turning into simply one other characteristic, one thing spoken about, however not often felt,” explains Patricia Yaw, VCM’s gross sales and advertising director.
“For Volvo, security has by no means been a declare. Selamat displays our perception that true progress lies in giving drivers confidence, foresight, and peace of thoughts on each journey. As mobility continues to evolve, Selamat ensures that human life stays on the centre of every thing we do,” she added.
VCM says that Selamat is thematic marketing campaign working all through 2026, designed to rework street security from a regulatory mandate right into a shared tradition. Count on to see a collection of on-ground activations and academic initiatives to reassert the significance of security in automobiles. It’ll all construct in direction of the Selamat Drive occasion – slated for Q2 2026, the ‘flagship driving occasion’ will permit Malaysians to expertise the synergy between protected driving habits and Volvo’s security applied sciences in a real-world surroundings.
In response to knowledge from the Division of Statistics Malaysia (DOSM), 4,428 transport-related fatalities had been recorded in Malaysia in 2024. Let’s go for the most secure automobiles we are able to afford (don’t neglect good tyres and automotive upkeep), however maybe extra importantly, Malaysians must drive higher and be extra calm behind the wheel. Selamat jalan.
Extra on the brand new Volvo ES90 with 651 km WLTP vary right here – the CKD EV goes for RM340k.
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