What is naughty?

Volvo wants you to think that they are.

It’s a classic case of re-branding. For decades, they have been known as the safety leader. They were the first on the market to have airbags (maybe). But now they want to grab your attention and say, “We’re not boring!”

They have had their less-boring side for a while. I drove a 1995 850 T5R with a friend (who then worked for a Volvo dealer). We had massive fun. Somewhere deep in my basement is a video of that speedometer screaming toward a speed maybe a bit higher than the legal limit.

Interestingly, their campaign still focuses on safety. Their precept is that you can move a lot closer to the edge – and still be safe.

Will their “naughty” re-branding work? Time will tell.

Lest you think I am obsessed with Volvos, I really do like Hondas and BMWs better. And I thank Volvo for the great photo of their newest “naughty” car – the S60. I would like to drive one.


I love Honda


Our Honda minivan is about six years old. We are embarrassed at all the “suburbia” connotations that go with owning a minivan. But it is incredibly convenient. Our 1993 small 2-seater coupe gets about 10 miles better per gallon. (We actually travel as a family very often in it to enjoy the savings – but we dislike almost everything else about the coupe, in comparison.)

Anyhow, I was noticing that the seatbelts were awfully slow to retract. I asked our independent mechanic how much it would cost to replace them. He informed me that Honda has a lifetime warranty on seatbelts. That is how much they care for your safety!

So the local dealership replaced three and fixed one. The new belts work so much nicer. The dealership even gave me a ride to and from their shop! No charge at all.