Volvo Introduces Life Paint to Enhance Road Safety

Strategic Insights -

Volvo Car UK has launched the innovative Life Paint, a unique reflective safety paint aimed at increasing the visibility of cyclists on the road. In partnership with Swedish start-up Albedo100, Life Paint is designed to react to a car's headlights, alerting drivers to the presence of cyclists in the dark. The product has been trialled in six London-based cycle shops, where 2,000 cans were given away for free.

Key Takeaways:

  • Life Paint is a transparent, washable, and invisible reflective safety paint that can be applied to various items such as clothes, shoes, helmets, pushchairs, children's backpacks, dog leads, and collars.
  • The paint is designed to make cyclists more visible at night by reflecting light in the same direction as the light source.
  • Life Paint has been trialled in six London-based cycle shops, where 2,000 cans were given away for free.
  • The initiative aims to expand nationally and internationally if successful.
  • The development of Life Paint builds on Volvo's Vision 2020, which aims to eliminate traffic fatalities by 2020.
  • Life Paint is a companion product to Volvo's Intellisafe safety system, which integrates multiple safety technologies, including radar sensors and cameras, to identify and avoid potential collisions.
  • Volvo has partnered with creative agency Grey London and Swedish start-up Albedo100 to produce Life Paint.

Statistics:

  • Over 19,000 cyclists are injured on the UK's roads every year.
  • Volvo has committed to making the roads a safer place by reducing the number of accidents.
  • Life Paint is designed to be highly visible, reflecting light in the same direction as the light source.
  • 2,000 cans of Life Paint were given away for free in six London-based cycle shops.

Sources:

  • "Volvo Cars launches Life Paint, European first of its kind: a paint that makes bike riders invisible to direct view, but reflects light like a mirror." (Copyright 2014 Contify.com)