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Front collision tests. Side impact test. Offroad flip tests. How about a 100-foot drop from a crane placed in the arctic circle? As the ultimate pioneers in safety, Volvo Cars was determined to take on the Ultimate Safety Test.

It turns out that Volvo Cars is more concerned about a different type of 100-foot drop. The automotive industry accounts for 9% of annual greenhouse gas emissions. To help provide a more sustainable, more safe future for all, Grey helped the inventors of the 3-point safety belt put sustainability at the heart of their brand.

The Ultimate Safety Test announcement marked a firm and public commitment to the world. Volvo Cars will now fully electrify their fleet in a few years time, and Volvo Cars is putting in place a new operation to reduce the lifecycle carbon footprint per vehicle by 40 percent by 2025.