Volvo Teases ES90 Launch With ‘SELAMAT’ Campaign

Volvo Car Malaysia recently drew attention ahead of the upcoming ES90 launched by running a teaser campaign under the name “SELAMAT”, briefly presenting it as a new car brand before revealing it as part of Volvo’s latest safety-focused initiative.

The campaign began on 15 January, with a camouflaged ES90 wrapped in “SELAMAT” graphics driven around Kuala Lumpur for a week. 

This was supported by digital outdoor advertising, social media content, and a dedicated website, leading up to a reveal event on 22 January, where Volvo confirmed that “SELAMAT” was not a new brand but a thematic campaign linked to its safety positioning.

According to Volvo, the term "selamat" was chosen due to its everyday use in Malaysia, commonly associated with well-being and safety. 

The company says the campaign is meant to re-emphasise safety as a core value amid the growing number of electric vehicle brands entering the local market.

Speaking at the launch, Volvo Car Malaysia Sales and Marketing Director Patricia Yaw said safety risks are becoming diluted as more brands claim advanced safety features, adding that Volvo’s approach focuses on confidence and peace of mind rather than positioning safety as a checklist item.

"In a world where everyone says they are safe, safety risks becoming just another feature, something spoken about, but rarely felt. For Volvo, safety has never been a claim

"SELAMAT reflects our belief that true progress lies in giving drivers confidence, foresight, and peace of mind on every journey. As mobility continues to evolve, SELAMAT ensures that human life remains at the centre of everything we do,” She assured.

The SELAMAT campaign will run throughout 2026, with Volvo planning a series of road safety-related activities and public engagement initiatives. 

A key event, known as the SELAMAT Drive, is scheduled for the second quarter of 2026 and will focus on driving behaviour and vehicle safety technologies in real-world conditions.

Volvo also pointed to ongoing road safety concerns in Malaysia, citing official statistics that recorded 4,428 transport-related fatalities in 2024, with a significant portion involving individuals aged between 15 and 40.

The brand reiterated its long-standing safety background, including the introduction of the three-point seatbelt in 1959 and its current use of integrated safety systems.