Therefore, Volvo do not really need to advertise a lot in Sweden since they are very popular and we may assume that in Sweden, people know and trust the brand, its values and the quality of Swedish steel. Furthermore, Volvo Cars are also very practical and emphasize family life – which a very important value of the Swedish culture. With its new brand image, the emphasis is started to be laid on the design and the appearance of the cars, but the main focus remains on other features such as practical aspects, safety, environment - and economies of fuel- (Youtube.com 2010)26, and quality. Besides, on Volvo Cars Swedish Corporate website- and on billboards we have seen in the streets of Umeå- advertisement is centered on safety and the new pedestrian protection system that equips the S60 (Volvocars.se 2010)27. Moreover, we can see that Swedish commercials are humorous (Youtube.com 2010 and Dailymotion.com 2010)28/26 and it is also what they have tried to do in France - adding a hint of humor in their commercial- (Volvocars.fr 2010)23. In fact, most car commercials - especially if it is for upper scale cars like Volvo - tend to be very serious.