Naughty VOLVO??

Volvo's Mission Statement:

Cars are driven by people.  The guiding principle behind everything we make at Volvo, therefore, is - and must remain - safety.  These days we are driven by other things, too.  A desire to build cars that are less damaging to the environment.  Above all, a commitment to delivering quality and innovative design for our drivers, for our passengers, for everyone.  For life. 

Focus on Safety:

Every Volvo we build is the sum total of more than 70 years of focusing on safety. Which means you’re not just driving a car. You’re driving a promise.

Concern for the Environment:

Dashboards, safety belt buckles, it not just engines that produce emissions.  That’s why Volvo cars do not contain materials that trigger allergies or give off toxins.

Outstanding Quality:

Its in the precision of our engineering. The craftsmanship of our design.  And our meticulous attention to detail. In an uncertain world, here’s to precious metal you can invest in.

Just by reading the mission statement, it is made clear that Volvo markets its self for being the best and known for its outstanding safety features.  But with the new TV commercial for the 2011 Volvo S60, Volvo is showing a rather more edgy side. Take a look. 

The commercial states:

"300 Horsepower. All-wheel drive. 0-60 in 5.8 seconds. There's more to life than playing it safe. The all new NAUGHTY Volvo S60."

With such an edgy commercial, will Volvo lose its current customers? Or is their name strong enough to keep their brand loyal customers while having the ability to gain more customers from different demographics?

Being a Volvo driver myself, I personally love the new commercial and the look of the all the new Volvo models.  But I don't know if it will have an effect on its more mature audience.