KUALA LUMPUR, 22 January 2026 (The Capital Post) — Volvo Car Malaysia today unveiled SELAMAT, a nationwide thematic campaign aimed at reinforcing the brand’s long-standing commitment to automotive safety, alongside the introduction of its latest all-electric model, the Volvo ES90.
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The campaign, which runs throughout 2026, was launched following a week-long teaser activation that sparked public curiosity around what appeared to be a new car brand entering the Malaysian electric vehicle market. Volvo later revealed that “SELAMAT” was not a new marque, but a creative platform reaffirming the company’s core values that have shaped its presence in Malaysia since 1966.
The activation began on 15 January with a camouflaged ES90 wrapped in specially designed ‘SELAMAT’ livery, driven across Kuala Lumpur. The campaign was supported by digital outdoor advertising, social media engagement and online assets, leading to a launch event held today where Volvo disclosed the campaign’s intent and message.
In Malaysia, the word “selamat” is widely used in daily conversation to convey well-being and safety, such as Selamat Pagi and Selamat Jalan. Volvo said the campaign draws on this cultural significance to re-engage Malaysians with the fundamental importance of road safety.
According to Patricia Yaw, Sales & Marketing Director of Volvo Car Malaysia, the initiative is designed to move safety beyond marketing claims and technical specifications.
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“The electric vehicle landscape in Malaysia is growing rapidly, with many new brands highlighting advanced technology and safety features,” she said. “In such an environment, safety risks becoming just another feature rather than a deeply felt experience. For Volvo, safety has never been a claim — it is a responsibility.”-Patricia Yaw, Sales & Marketing Director of Volvo Car Malaysia
She added that the SELAMAT campaign reflects Volvo’s belief that technological progress must continue to prioritise human life, confidence and peace of mind on every journey.
As part of the year-long initiative, Volvo Car Malaysia will conduct a series of educational programmes and on-ground activations aimed at promoting safer driving practices. These activities will culminate in the SELAMAT Drive, a flagship experiential driving event scheduled for the second quarter of 2026, allowing participants to experience the interaction between safe driving habits and Volvo’s safety technologies in real-world conditions.
Volvo said the campaign underscores its intention to position road safety not merely as a regulatory obligation, but as a shared responsibility and culture among Malaysian road users.
With the launch of SELAMAT, Volvo reaffirms its legacy as a pioneer of automotive safety while aligning its values with the evolving mobility landscape in Malaysia. – (The Capital Post)