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Volvo Announces 'National Buckle Up Week'

16 August 1999

Volvo Announces 'National Buckle Up Week' in Honor of Three Point Safety Belt Anniversary

    ROCKLEIGH, N.J., Aug. 14 -- Volvo Cars of North America
announced today that August 15 to 21 has been named "Volvo's National Buckle
Up Week" to commemorate the safety belt's U.S. introduction 40 years ago.  As
part of "Volvo's National Buckle Up Week" the company will urge Americans to
buckle their safety belts using new public awareness advertising set to launch
on August 17, the 40th anniversary of the U.S. patent of the three-point
safety belt.
    "Statistics show that at least one unbelted American dies every hour of
every day, yet nearly 30 percent of us still don't buckle up," says Mark
LaNeve, Vice President of Marketing.  "In launching this public awareness
effort, we're calling on drivers and passengers to join us in our commitment
to safety by buckling up each and every time they get in the car."
    The ad features photographs of Nils Bohlin, inventor of the three-point
safety belt and retired Volvo safety engineer, and a 1959 Volvo 544 sedan, the
first car to come standard-equipped with a seatbelt.  The opening copy reads:
"In 1959 - we patented an idea that we hoped everyone would steal."  The ad
reminds the public to buckle up, simultaneously paying tribute to Bohlin's
unparalleled contribution to automotive safety.
    According to the National Highway Traffic Safety Administration (NHTSA),
approximately 10,000 Americans are saved by seat belts each year.  This year,
Bohlin will be inducted into the Automotive Hall of Fame in October for
designing the three-point belt, first introduced by Volvo in 1959 in its
544 sedan.  Today, the belt is required by the federal government in all cars
and is still believed to be the most effective occupant restraint in all types
of accidents.
    "Volvo's National Buckle Up Week" has been officially accepted by Chase's
Calendar of Events, the ultimate reference calendar, which lists a day-by-day
directory of special days, weeks and months.  For more information, see
http://www.chases.com.
    Volvo Cars of North America Inc. is the North American importer for Volvo
Car Corporation of Gothenberg, Sweden, manufacturer of quality automobiles
since 1927.