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It is not a Swedish trait to be confrontational, so one might have missed the challenge Volvo recently issued to Tesla Motors and all the other producers of electric vehicles: the Chinese-owned Swedish brand intends to be a dominant player in the EV space. Volvo has said its goal is to generate 50 percent of global sales from fully electric cars by 2025, and it has entwined that effort into the altruistic goal of achieving a 50 percent reduction in tailpipe carbon emissions per car between 2018 and 2025.

Undoubtedly Volvo and its executives are sincere in their desire to protect the planet, but at the same time, their goal means they aim to be a major competitor in the electric vehicle market. The question is: can the acknowledged vehicle safety leader accelerate its nascent electric-vehicle portfolio past Tesla and other brands that are already established in the EV market?

Last year Volvo Cars set a sixth consecutive global sales record, breaking the 700,000-cars-sold mark for the first time in its 93-year history. The company recorded sales of 705,452 cars in 2019, an increase of 9.8% compared to 2018, solidly outgrowing the overall market across all regions. So doing some simple math, Volvo has implied it will sell 350,000 electric vehicles or more in 2025. In other words, Volvo aims to reach Tesla Motors’ current level of EV sales from a standing start in just five years.

“If you have something that is a very, very strong statement that everyone agrees is the right statement, we would like to use that as a competitive advantage,” he told forbes.com. “Safety is really a competitive advantage, and now we’re going to focus on the more environmental aspect that the signals to our competitors let’s start the game.”

Gustafsson cited the success Volvo has enjoyed from its longstanding reputation as a leader in vehicle safety technology as a proxy for what leadership in electrification and green transportation could mean for the brand. And he makes his plea personal.

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