Volvo has won numerous awards in terms of safety performance and Volvo's sales increased by 7.5% from 2006 to 2007. (Jones, 2006) This case shows that technological factors have driven the direction of the company's product development and determine the level of products. Volvo provides technical support for their new products through innovation in safety aspects. This gives it competitive advantages over other brands and this is a positive point for attracting customers. This enhances Volvo's reputation and increases customer confidence. Based on this, Volvo can increase its propaganda efforts and let more customers know about the safety of its new