M12: Volvo’s Historic Restraint

In the 1950s, there was a major crisis in the auto industry. Engines had become more powerful, drivers were reaching higher speeds, and vehicular deaths skyrocketed. What made the crisis worse was drivers didn’t trust lap belts anymore since they seemed to cause more issues in accidents, so drivers were beginning to get comfortable not using restraints. Volvo stepped up and solved the problem with a revolutionary new seatbelt design, but they had an uphill battle with user adoption. So, they made a decision that stunned the business world.

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