Seat belts? Volvo. Air bags? First made standard in Mercs and Porsches, at a time when Ford and GM were lobbying against being made to include them. They became optional and then standard between the mid to late 90's, while legislation in the US made them a requirement in 98.
Shaped airbags? Citroen. Side impact airbags? Volvo. Curtain airbags? BMW.
The big difference though is the Euro NCAP ratings. It's near impossible to get a good score on them with just airbags, so the car manufacturers are forced to do more to score well, and it's become a solid marketing tool.
On the other hand, FMVSS 208 (the American testing standard) are designed to require an airbag to be able to stop an adult male not wearing a seatbelt, so fire far too hard, causing a lot of issues. Whilst they'll stop you dying, they'll cause huge trauma and other issues in doing so.
EU car safety technology regulation and manufacturer incentivisation is just a long way ahead, and has been for nearly two decades. So it's not surprising when something like this comes out.
[edit to include important side note]
Never wear anything flammable with sleeves while driving. Airbags are small explosions and can set flammable clothing on fire, causing severe burns &| death. If you need to be warmer, turn on the heater.
Also, never put your thumbs near the centre of the steering wheel. You don't want to be trying to get out of a car after an accident with broken thumbs, which is what you get when the airbag deploys.