Volvo and BarkBuckleUp

2008 Chicago Auto Show
BarkBuckleUp

All dogs go to heaven, but if Volvo has its way, none will go before their time. And the company is doing this by partnering with BarkBuckleUp, the recently-founded not-for-profit whose goal is to enlighten pet owners about the consequences of unrestrained pets in the backseat of a car. Volvo has provided BarkBuckleUp a forum to spread its message during the 2008 Chicago Auto Show and after, through its dealer network.

Safety has long been a key component of Volvo's brand image. Volvo's campaign to ensure that all children are belted in, called "the elephant in the back seat," applies to pet safety as well. According to Volvo's Dan Johnston, an unrestrained 60-pound dog or child becomes a projectile weighing more than 2000 pounds when a car traveling at 35 mph crashes. Even if the dog survives the crash, it can hinder rescue efforts or worse, run out of the car into the path of oncoming traffic.

The solution was obvious to Volvo: develop equipment designed to transport dogs. Volvo offers two types of restraints that can be added as options to its V70 and XC70 wagons, the XC90 SUV, and the C30 hatchback. A steel cargo barrier installed behind the rear seats of the wagons and SUVs ($312 excluding installation), combined with a vertical divider ($157), and a nylon netting behind the front seat of the C30 offer maximum security for your pet.

Current purchasing data supports Volvo's decision. An American Kennel Club 21st Century Dog Owners Study showed that 47 percent of owners considered their dogs' physical comfort when making a car purchase, and that number increases to 52 percent for those who have owned a dog for more than ten years.

2008 Chicago Auto Show