Volvo's tag line has for years been "Drive Safely." The marketing phrase has been around for so long that it's practically as famous as BMW's superlative "Ultimate Driving Machine."

To the Swedish marque's credit, Volvo has indeed been an industry leader in passive safety research (i.e. crush zones, airbags, whiplash protection systems, etc.) and the cars have performed brilliantly in real world accident scenarios.

As a case in point, your publisher remains grateful for the protection a Volvo 740 stationwagon's safety cage provided against the impact of a Buick Riviera cruising (blindly) at 40 mph.

To highlight these realworld passive safety success stories, Volvo has recently introduced a section on its webpage called "The Volvo Saved My Life Club." Replete with stories and pictures from Volvo owners involved in serious accidents, it's powerful (and convincing) marketing aimed squarely at the safety conscious.

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