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This Spotlight is sponsored by Volvo Car Malaysia.
Earlier this January, you might've noticed camouflaged cars around KL, teasing a "brand-new electric vehicle" called SELAMAT
The camouflaged car was spotted driving around Kuala Lumpur, and with digital billboards and social media teasers, the mystery behind the car quickly captured everyone's attention.
However, the truth was revealed on 22 January that it was actually Volvo behind 'SELAMAT', a campaign centred on safety.
It also coincided with the launch of the Volvo ES90, the brand's first fully electric sedan.
This was Volvo's way of deliberately stepping into the spotlight with the core value it has championed in Malaysia since 1966: Safety.
At the launch of the ES90, instead of focusing on performance figures or specifications, the brand chose to centre the conversation on something far more fundamental.
Enter Selamat, a word spoken daily in Malaysia that simply means "safe". And for Volvo Car Malaysia, that meaning reflects a belief that has underpinned the brand's local presence for nearly six decades.
The SELAMAT campaign is more than just a gimmick or claim, according to Volvo
Commenting on the campaign, Patricia Yaw, Sales and Marketing Director of Volvo Car Malaysia, said that Malaysia's electric vehicle market is expanding rapidly, with new brands entering the space and making similar claims around advanced technology and safety. As a result, safety risks are being reduced to just another feature.
"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 added.
Throughout 2026, the SELAMAT campaign hopes to make road safety a shared culture among Malaysian drivers
Volvo Car Malaysia is planning a series of on-ground activations and educational initiatives, building towards a key milestone: the 'SELAMAT' Drive in Q2 2026.
This flagship driving event will allow you to experience the connection between safe driving habits and Volvo's safety technologies in real-world conditions.
Volvo's legacy is built on innovation, starting with the invention of the three-point safety belt in 1959. The brand has continued to advance with technologies like Safe Space and the upcoming Multi-Adaptive Safety Belt, setting new benchmarks in automotive safety.
Through 'SELAMAT', Volvo reinforces a promise that has endured for generations, and that's to make every journey safer, and to keep human life at the centre of everything it does.
Learn more about Volvo's latest EV and how the brand wants to keep you safe on the road here
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