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Volvo Goes Beyond Safety

To increase sales, Volvo's new brand strategy aims to convince drivers that its cars aren't just about safety. Will they respond?

Volvo Cars is hoping to have a new brand strategy, or at least a new idea for one, by late April, when it names a new global advertising agency to handle the company's image worldwide.

As it plows through the process, though, it's difficult for outsiders to understand why a brand so singularly identified with safety and trust should need a new strategy.