How Volvo Used a Fake Brand to Reclaim 'Safety' in Malaysia's EV Market
Grey Malaysia created mystery brand 'Selamat' for Volvo's ES90 launch, using a 7-day teaser with camouflaged vehicles to reclaim safety positioning in Malaysia's crowded EV market.
Grey Malaysia and media agency Invictus Blue executed a seven-day teaser campaign for Volvo's ES90 electric vehicle launch in Malaysia, using a mystery brand called "Selamat" to generate pre-launch speculation before revealing the campaign on January 22.
Mystery Vehicle Drives Through Kuala Lumpur
Starting January 15, a camouflaged ES90 wrapped in custom "Selamat" livery circulated through Kuala Lumpur with no Volvo branding visible. The vehicle drove through the city for seven days, supported by digital outdoor displays and a dedicated website, deliberately sparking social media discussion about a potential new electric vehicle brand entering Malaysia's growing EV market.
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The word "Selamat" means "safe" or "safety" in Malay and appears in daily greetings like "Selamat Pagi" (good morning) and "Selamat Jalan" (safe journey). Grey Malaysia selected the term to align with Volvo's 58-year safety focus in Malaysia since 1966.
"We pre-launched a 'new' brand 'Selamat,' a literal campaign vehicle that carried this promise at the very heart," said Graham Drew, Chief Creative Officer at Grey Malaysia.
Countering Generic Safety Claims
The campaign addresses Volvo's positioning challenge in Malaysia's rapidly expanding electric vehicle market, where multiple new brands have entered since 2024 claiming advanced safety features. Patricia Yaw, Sales and Marketing Director of Volvo Car Malaysia, noted the competitive landscape in an official statement.
"In a world where everyone says they are safe, safety risks becoming just another feature. SELAMAT ensures human life remains at the center," Yaw said.
The ES90 launched at RM339,888 (~US$72,000) for the Single Motor Extended Range variant, featuring a 92kWh battery with 651 kilometers of WLTP range. The vehicle includes 12 ultrasonic sensors and five radars as part of its safety technology package.
Twelve-Month Safety Initiative
The January 22 reveal event marked the beginning of a 12-month campaign focused on automotive safety leadership. Volvo plans to extend the "Selamat" theme through public experience events scheduled for the second quarter of 2026, branded as "Selamat Drive" initiatives.
The multi-agency partnership between Grey Malaysia and Invictus Blue coordinated digital outdoor advertising, social media engagement, and the physical vehicle deployment across Kuala Lumpur. The agencies maintained zero Volvo branding throughout the teaser phase to maximize speculation before the brand reveal.
Malaysia's electric vehicle market grew 211% year-over-year in 2025, creating increased competition among automotive brands. The "Selamat" campaign represents Volvo's approach to cultural adaptation in premium vehicle marketing, using linguistic resonance rather than technical specifications as the primary messaging strategy.
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