Inventors of the 3-point seatbelt, pedestrian airbags and overall world kings of road safety, Volvo had already innovated every possible car component in order to make roads safer...except for one. This proactive idea addressed the one car component not yet enhanced - the driver.

After some scientific digging we found the best way to tap into a driver's psychology and behaviour is through scent - the sensory trigger most influential to the logical parts of the brain. Working with psychologists, neuroscientists and Swedish fragrance experts, BYREDO, the world's first safety car scent was created.