The semiotics of Volvo have always been fascinating. The brand stands for safety, solidity and reliability. Swedes don't do flights of fancy. The billionaire founder of IKEA still drives his old Volvo 240. What Volvos mean to the average Brit of my generation was largely down to the brilliant ads by David Abbott from Abbott Mead Vickers. They make the kind of vehicles with such a sensitive social conscience that they can even detect when a moose, deer or elk has walked in front and take avoiding action. The company is now owned by the Chinese.
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