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Volvo Canada to promote child seat safety on Family Day at CIAS

Display will feature clinics hosted by OPP officers, children’s colouring area


TORONTO, ON (Feb. 15, 2014) – Volvo Cars of Canada Corp. will host child seat safety clinics at the Canadian International Auto Show in Toronto on Monday February 17th. The Swedish automotive manufacturer that has become synonymous with safety, Volvo will have Ontario Provincial Police officers on hand to demonstrate proper installation techniques in the all-new Volvo V60 Sportswagon and answer questions regarding proper fitment and provincial legislation.  


“Customers don’t often consider the safety of their vehicle until after they have been in a serious collision,” says Marc Engelen President and CEO, Volvo Cars of Canada Corp. “Starting a family is often the catalyst for the decision to purchase a Volvo because safety is elevated to paramount importance.”


Visitors to the Volvo Canada display located on Level 800 of the Metro Toronto Convention Centre on Family Day will also receive a copy of the third edition of Volvo’s book ‘Children & Cars – a Safety Manual’ while supplies last. The award-winning manual helps parents all over the world make sure that their children travel safely in the car.


“Actually, a child makes its first car trip long before it is born. So our child safety manual describes how pregnant women as well as children of all ages can travel as safely as possible,” says Prof. Lotta Jakobsson, Senior Technical Specialist Safety at Volvo Cars Safety Centre. She adds, “Giving parents’ easy access to useful information about child safety is a natural part of Volvo Cars’ human-centric approach.”


“All too often our officers come across situations where child seats were used incorrectly and the results are grim,” Jeff Dziepak Sergeant, Ontario Provincial Police, ““There are many misconceptions among child seat users, so educating consumers on size, fitment and legislation is key.”


The target group for child safety information is growing continuously. Every minute, somewhere in the world, there are new parents putting their precious newborn child in the car for the first time. Tragedies involving children in cars are often due to lack of knowledge.


Many of Volvo’s significant safety innovations have been shared and subsequently adopted as the industry standard, such as the rear-facing child safety seat introduced by Volvo in 1972. This advancement was shown by the Volvo Traffic Accident Research Centre to reduce the severity of whiplash injuries in small children. The child seat booster cushion developed by Volvo back in 1978 is yet another safety device that has been universally adopted in the industry after being recognized to reduce the incident of injury to small children involved in a collision. The pioneering work to protect the youngest and most vulnerable occupants in the car has evolved ever since. Promoting child safety is an integral part of Vision 2020; a goal that no one should be injured or killed in a new Volvo.


The child seats being used for demonstrations have been generously provided by Diono Canada. Diono car seats, convertible boosters, storage solutions, stroller and travel accessories consistently earn high ratings from industry experts and families worldwide.


“Diono is committed to keeping children of all ages safe and secure, so working with a company that is as committed to safety as Volvo is a perfect fit for us,” said Robert Hicks, Vice President of Sales Diono Canada, “Finding the proper seat for your child is important but the best seat is one that is installed correctly.”


Volvo Cars of Canada Corp. is part of the Volvo Car Group of Gothenburg, Sweden. The company provides marketing, sales, parts, service, technology and training support to the 38 Volvo automobile retailers across the country. The S60, S80 and XC60 are among only 22 vehicles that have been awarded the prestigious new Top Safety Pick+ by IIHS (Insurance Institute for Highway Safety).  Volvo Cars is committed to Vision 2020, our goal that no one shall be killed or seriously injured in a Volvo by the year 2020.

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