A new study from Volvo USA and The Harris Poll this month has good news for the brand. Some 59 percent of respondents list safety as their most important quality in choosing an automaker, while "showiness" ranks dead last, with 21 percent. Concern about safety went from 4.5 on a ten-point scale before COVID to 6.0 after it. Plus, 82 percent agreed that the word safety "has a broader definition to me now than it did six months ago."
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