Volvo Cars will limit the top speed on all its cars to 180kph (112mph) from 2020. The company’s Vision 2020, which aims for no one to be killed or seriously injured in a new Volvo by 2020, is one of the most ambitious safety visions in the automotive industry. But Volvo Cars says that technology alone will not get it all the way to zero, so it is now broadening its scope to include a focus on driver behaviour.

“Volvo is a leader in safety: we always have been and we always will be,” said Håkan Samuelsson, President and Chief Executive of Volvo Cars. “Because of our research, we know where the problem areas are when it comes to ending serious injuries and fatalities in our cars. And while a speed limitation is not a cure-all, it’s worth doing if we can even save one life.”

Apart from limiting top speeds, the company is also investigating how a combination of smart speed control and geofencing technology could automatically limit speeds around schools and hospitals in future.

“We want to start a conversation about whether car makers have the right or maybe even an obligation to install technology in cars that changes their driver’s behaviour, to tackle things such as speeding, intoxication or distraction,” said Mr Samuelsson. “We don’t have a firm answer to this question, but believe we should take leadership in the discussion and be a pioneer.”

Volvo Cars says the problem with speeding is that above certain speeds, in-car safety technology and smart infrastructure design are no longer enough to avoid severe injuries and fatalities in the event of an accident. That is why speed limits are in place in most western countries, yet speeding remains ubiquitous and one of the most common reasons for fatalities in traffic.

People simply do not recognise the danger involved in speed, says Jan Ivarsson, one of Volvo Cars’ leading safety experts.

“As humans, we all understand the dangers with snakes, spiders and heights. With speeds, not so much,” said Mr Ivarsson. “People often drive too fast in a given traffic situation and have poor speed adaption in relation to that traffic situation and their own capabilities as a driver. We need to support better behaviour and help people realise and understand that speeding is dangerous.”