Volvo Malaysia launches ‘SELAMAT’ to put safety back in focus

Volvo Car Malaysia has taken an unconventional approach to the launch of its new ES90 model by introducing what appeared to be a new car brand called SELAMAT. Developed by Grey Malaysia with media agency Invictus Blue, the integrated campaign was designed to reignite public attention on Volvo’s core value of safety.

The campaign launched on 15 January with a camouflaged vehicle bearing the SELAMAT identity, supported by digital out-of-home, social content and a dedicated website — all without any reference to Volvo. The idea drew on the dual meaning of “selamat”, a word commonly used in Malaysia to wish well-being and safe journeys, while also directly translating to “safety”.

The reveal took place on 22 January, when Volvo confirmed that SELAMAT was, in fact, Volvo, repositioning the brand as the original pioneer of automotive safety amid a crowded EV market.

According to Volvo Car Malaysia, the initiative reflects the brand’s belief that safety should be felt, not merely claimed, at a time when many automotive brands assert similar credentials. Grey Malaysia said the campaign was intended to reconnect Malaysians with the importance of safety, while creating a platform for a broader, long-term conversation.

Following the reveal, Volvo Car Malaysia has officially launched SELAMAT as a year-long thematic campaign running through 2026. The programme will include on-ground activations and educational initiatives, building towards the SELAMAT Drive in Q2 2026, where participants can experience the link between safe driving behaviour and Volvo’s safety technologies.

Rooted in Volvo’s decades-long safety legacy — from the three-point safety belt to its Safe Space Technology — SELAMAT positions safety as both a cultural value and a shared responsibility. In a market where road safety remains a pressing concern, the campaign reframes a familiar everyday word into a renewed promise of protection, confidence and peace of mind for Malaysian drivers.