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Ford Motor Company Annual Report 2005 13Ford Motor Company Annual Report 2005 12
Ford Motor Company Annual Report 2005 13Ford Motor Company Annual Report 2005 12
Anne Bélec, President and CEO,
Volvo Cars North America
With its three-piece retractable hardtop and dramatic
good looks, it would be only natural to market Volvo’s new C70
as a wind-in-your-hair adventurer.
But Anne Bélec knows the truly innovative way to go
is to look beyond that to the safety within. C70 embodies the
notion that a safe vehicle can be beautiful, and vice versa.
“We are thoughtful in developing our vehicles – in terms
of the environment, reusable materials, safety and reliability,”
says Bélec, shown above with a new C70 in Nevada.
“But that doesn’t mean we aren’t also giving our customers
beautiful vehicles, and C70 is an excellent example.”
C70’s appealing profile belies the safety advances
underneath – the door-mounted inflatable curtain air bag,
strategic use of several grades of steel for maximum protection
and other reassuring touches.
“Like our vehicle development, marketing for C70 and
our other vehicles is holistic,” says Bélec. “Our customers’
attitudes are complex. Their lives are made up of concerns for
safety and the environment, but also emotional enjoyment and
reward. We embrace that ‘completeness’ in both our vehicles
and our efforts to reach the customer.”