VOLVO
Safety is the most-claimed word in car advertising, and Volvo has owned it for decades. Proving it usually takes another slow-motion crash test. This had to prove it without a single crash.
A crash test dummy exists to take the hit, and in a Volvo the ones on duty keep surviving theirs. So the spares never get called in. Volvo sells them off the most Swedish way there is, as IKEA-style home furniture. Each dummy gets a new job around the house and a catalogue name with a Swedish Å in it. Its features are described through its own limbs, and one last line says how it’s taking all this. The struck-out MRP is real: ₹7,09,50,750 is the €650,000 Škoda puts on a modern crash test dummy. The price next to it is what one is worth once nobody needs it.
Issued in the interest of our crash test dummies, who never got their chance to make an impact.