DNA : Dramatic New Approach

I recently attended the launch of Volvo’s latest SUV, the XC60, at the showroom of Volvo Cebu. The XC60 is a shocking example of a Volvo. It is unlike any of the other Volvo I have ever seen. It is probably to my eyes, the most beautiful SUV on the market today, something that until recently, you could never say about a Volvo.

For a long time, Volvo refused to march to the drumbeats of design change. It always had cars that were instantly recognizable as a Volvo, in none too flattering a manner. It was boxy and utilitarian, but Volvo’s always did one thing well, it kept its driver and passengers safe and alive.

This philosophy was started by one of Volvo’s two founders, Assar Gabrielsson, when in 1927 he said, "Cars are driven by people. The guiding principle in everything we make at Volvo therefore is, and must remain, safety." This has always been the focus and the company built a reputation for safety. This reputation was further crystallized when it was universally regarded as the safest car in the world.

But the new generation of Volvo’s have acquired a totally new look by changing the design mantra of their DNA. DNA for Volvo now means “Dramatic New Approach” a sharp turn away from their typical definition of “Do Not Alter” design philosophy.

The XC60 is probably the epitome of this new philosophy as it is often described as beautiful, sexy, aggressive, curvy and dramatic. Words you don’t normally hear to describe a Volvo. It has definitely become worthy of all that description without forgetting what is the primary reason people love their Volvo’s : safety.

The XC60 also has a unique feature, debuting a new crash avoidance system called “City Safety”. It uses a laser sensor the road for slowing or stopped vehicles. The principle is to prevent bumping into the car ahead of you by empowering the car to brake if it detects an imminent collision. Perfect in the real world conditions many of us drive in now, where we are often distracted by many objects primary of which is our cell phone.

Volvo Cebu set up a test track for people to actually try City Safety wherein the car was allowed to coast towards a “mock” car and then “brake” itself. There was one amusing incident where two of the models ,who were functioning as ushers, rode with a driver to test the car. Apparently, the models were not told about the unique safety feature. As the XC60 approached the obstacle, the driver stepped out. After the screaming died down, the two models were convinced that the Volvo XC60 is surely the safest car around.

Its amazing the advances that Volvo has made throughout its existence in promoting safety; starting from the invention of the three point safety belt to the new City Safety system. Volvo has really upgraded their image and philosophy. Further evidence of this is that the XC60 is even offered with a Diesel engine. Looks, economy and safety, a winning combination.

But what was even more a winning combination is the tie up between the company behind the dealership and Volvo. Pasajero Motors Corporation or Pamocor is a 100% Cebuano company that rose from humble beginnings reconditioning and manufacturing basic transportation to what it is today, a very well respected and successful dealer of trucks, heavy equipment, lubricants and Brand new Volvos.

How many of us remember the slogan, “Basta Pasajero, Sigurado.”? It was a very popular saying not too long ago, emphasizing the quality of the Pasajero Jeepney, a staple of the Cebu City transport system. Not many people know that the company behind Volvo Cebu actually started out as a manufacturer/reconditioner of passenger jeepneys. Actually before that, they were an automotive repair shop that was able to recognize the opportunity of producing a better built jeepney. Up to now, you can still see the original stainless Pasajero jeepneys running on Cebu City streets.

Imagine from the very basic and utilitarian jeepney to the latest premium and stylish SUV, the Volvo XC60. It is a tribute to the hard work the people behind Pasajero Motors Corporation have and continue to put in. It is by itself a very inspiring story of overcoming challenges and obstacles to reach for their goals and dreams. Congratulations!

Let’s follow the examples of these ordinary individuals as they strive to make a difference. Each week, lets all get together and share knowledge, stories, experiences, information, all for the sole purpose of getting One Step Up.

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