Volvo Philippines is turning the spotlight away from the car and toward the people behind the wheel.

In a new video series called Volvo’s First, the Swedish car brand, through local distributor HARI (Hyundai Asia Resources Inc.), gives voice to real-life Filipino Volvo owners. Each episode steps beyond sleek engineering and safety specs to share personal stories about passion, family and purpose.

The series follows a variety of people: a retiree who finally gets to enjoy the freedom of her dream ride, an entrepreneur honoring his late father’s memory, a classic car enthusiast who has kept an old Volvo in mint condition, and a filmmaker who draws inspiration from the road. Different lives, but all with one thing in common: a strong personal connection to the car that keeps them safe and steady.

Volvo’s First is the latest step in the brand’s Being Alive campaign — a broader initiative that encourages a culture of responsibility on the road. At its core, Being Alive is a reminder that safety isn’t just about airbags and seatbelts. It’s about the choices we make, whether we’re driving, enforcing the rules, or simply looking out for each other.

What sets Volvo’s First apart is its tone — quiet, sincere and grounded in real life. There’s no glamorizing here, just honest stories of people who chose Volvo not for the badge, but for the peace of mind it brings them and their families.

The series hopes to remind viewers that cars are more than machines. They’re part of our everyday lives, helping us pursue dreams, carry memories, and, above all, keep moving forward safely.

The full episodes of Volvo’s First are available on Volvo Philippines’ social media pages. For more about the brand’s safety advocacy and future events, visit their website or check their official channels.