This is only one of many things that Volvo does to improve the safety of passengers and those outside of their vehicles. I have a 2010 Volvo that has a feature called City Safety [1], an automatic braking system that prevents low speed collisions in city environments, and BLIS which indicates the presence of a person or vehicle in your blind spot. They also have a new cyclist detection system that engages the brakes [3]. I think if drivers can be more aware of others, pedestrians and cyclists, in combination with smarter vehicles that assist drivers in accident avoidance, it's a win-win.

[1] https://en.wikipedia.org/wiki/City_safety

[2] https://en.wikipedia.org/wiki/Blind_spot_monitor

[3] http://www.techradar.com/us/news/car-tech/volvo-debuts-world...