Simon MacMichael December 23 2016
Volvo has relaunched its glow-in-the-dark Life Paint in the UK, designed to improve the safety of people cycling in the dark – and for the first time, it will be sold online.
Introduced on a trial basis in April 2015, free samples were quickly snapped up, and the product – developed by Swedish start-up, Albedo100 – went on sale through Volvo Car UK dealerships later that year.
But the product was criticised by cycling campaigners, including Mikael Colville-Andersen, CEO of the urban design firm Copenhagenize Design Co., who said: “Everything about the Life Paint campaign is classic smokescreening from the automobile industry.
“Life Paint is simply a way to shift the focus from a failed product that is under fire and place it on the vulnerable traffic users. Pure victim blaming.”