The Safety Concept Car

Volvo has commissioned a pan-European advertisement featuring a car that will never be built.

The Safety Concept Car is a test-bed for future safety technology and is on display at the Frankfurt Motor Show this week. Volvo’s global advertising agency, MVBMS Fuel Europe, has created a television and print campaign.

The 30-second TV commercial will run in automotive programming across Europe on CNN, EuroNews and BBC World. A double-page spread has appeared in Newsweek. MVBMS Fuel Europe managing director Chris Donkin says: ‘One of the rules of automotive advertising is that you never actively promote a vehicle you’re not going to make and sell. The Volvo Safety Concept Car has already broken the rules of what a concept car should be, so we were delighted to follow suit and break a few rules of our own.’

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here