Volvo began using this slogan in 1999 – the year the company was acquired by Ford. In 2020 it was listed by Cambridge–based Alpha CRC – "one of the world's leading translation and localization companies" – as one of the "Top Five Automotive Slogans of all time."
The others were "Think small" (Volkswagen, introduced in 1959); Audi's classic "Vorsprung durch technik"; "A car to be proud of" (Toyota, 1990s); and "Grace ... Pace ... Space" (Jaguar, 1960s).
© Haydn Thompson 2023