From a truck salesperson to managing the brand’s marketing efforts, Carl Johan Almqvist (CJA) has accumulated a wealth of experience with Volvo Trucks. The 59-year old, who is married with two children, has been with the Swedish truck giant for more than 40 years. 

Today, Carl undertakes a pivotal role in the development of the brand’s strategy as the marque's Traffic & Product Safety Director. While advocating for the latest technological innovations, he firmly believes that even the most fundamental of safety devices should not be taken for granted. And he still holds high regards for one of Volvo's most iconic safety invention - the seat belt.

It is no surprise, then, that Carl is meticulous about even the tiniest safety aspect of Volvo Trucks, which he speaks passionately of during our meeting at the firm's Demo Centre. The meeting place, incidentally, was also under his charge for more than a decade between 1998 and 2009. 

SGCM: So tell us, what is your role as a Safety Director?

CJA: I'm responsible for the core value of Volvo Trucks: Safety. And this is probably one of the core values that most people in the world are aware of. Hence, it is important for us to re-emphasise this aspect to the people. With every new invention, we tend to forget those of the past. For instance, children may be well-acquainted with safety belts, but not knowing who invented them. Hence, it is my job to educate them that it was Volvo who came up with the creation. 

My role is also to inform people about our new safety features, and that they are not just about beautiful words, but knowing how these features can help safeguarding their interests in our every day life.

SGCM: Why is Volvo 'obsessed' with safety?

CJA: Safety has always been an important part of the company as our founders included this when they started the company. There is a quote that says "Vehicles transport people and are driven by people and, therefore, they need to be safe". Today, we are continuing this tradition and heritage to reach our goal of zero accidents with our products.