For such a small country, we’ve produced more
than our share of creative talent. That’s because we
know that to be truly creative, you’ve got to believe in
yourself and do things the way you know they should
be done, regardless of what others are doing.
Take our seats. In the early 1960s, we consulted
with a team of orthopaedic surgeons at Chalmers
University of Technology here in Gothenburg. They
wondered why a group of car designers wanted to
see them. Nobody had thought to ask an orthopaedic
surgeon’s advice when designing a car seat before.
But the ergonomic seat designs we developed as
a result have made our cars world-famous for their
outstanding long-distance comfort.
Like all Scandinavian craftsmen, we use only the
best materials for the job, like the ultra-strong boron
steel in our safety cages. We use natural, authentic
materials inside our cars – not because they’re
fashionable this season, but because they make you
feel good when you touch them and they’re better
for your health.
Creating a beautiful experience for you is natural
for us. Because in Sweden, great design is a way of
life, not a luxury.
HELLO | 3
